Xerox Corp. (XRX) plans to double its advertising spending in a bid to promote its business-services unit.
The campaign, scheduled to begin on Sept. 7, will show clients including Target Corp. and The New York Mets hiring Xerox for tasks such as automating invoices and customizing direct mail programs, Bloomberg News reported. The company did not give details on how much would be spent.
Xerox, so closely associated with copying that its name is often used as a synonym for the verb, purchased Affiliated Computer Services Inc. for $6.2 billion earlier this year, tripling revenues from services.
"The perception of the Xerox brand is well-entrenched in a legacy business -- that being the copier business or the printer business," Chief Marketing Officer Christa Carone told Bloomberg News. "We're trying to broaden it."