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Business network-computer software giant Novell is launching a pounds

50m worldwide brand-building advertising and corporate identity campaign

for the first time in ten years.

The ad campaign is the first global campaign from Young & Rubicam since

it was appointed as Novell’s agency last year. It signifies a shift in

marketing strategy as the company focuses on Novell as the master brand,

unifying its individual software products.

Novell’s change in strategy is one which has been adopted by a number of

firms in the computer sector. Major players are making more use of their

brand name, instead of concentrating on a wide range of products.

Young & Rubicam has developed more than 30 ads over four related ad

campaigns, using the line ‘Everything’s Connected’.

The ads will appear in the press this month, with TV work following

later in the year.

Joe Rodriguez, Novell’s director of worldwide advertising, said the

company will have invested dollars 20m (pounds 12.9m) in the fourth

quarter, which ends in October, and intends to maintain that level of

investment for the following three quarters.