In an effort to reposition the Xerox brand as more than just a company that makes copy machines, but a highly diversified consulting and technology company that works across industries. To achieve this, in 2010 Xerox launched a new global branding and marketing campaign that features famous brand mascots from Xerox clients. Ads in the campaign feature these well-known characters demonstrating how Xerox helps them get things done and be successful.

To extend the narrative, The Daily Beast created a first-of-its-kind content series called “Legislation for Real Business”, a highly reported piece designed to show how policy shifts in DC were affecting big business.

In addition to the sponsored content, we launched an industry first – a prominent homepage promotion in the main carousel, featuring the article and Xerox logo. This since has become an industry standard across digital media and publish brands, but in 2011, was completely unheard of.