CDW Debuts Campaign

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Computer products direct marketer CDW Computer Centers Inc., Vernon Hills, IL, launched a corporate branding campaign and designed a new logo that the company hopes will reflect its 14-year evolution and tout its strengths as a direct computing solutions provider.

The industry-targeted campaign, which carries the tag line, "Computing Solutions Built for Business," includes national print and television ads, public relations efforts, Web-site redesign and content enhancements, co-worker awareness programs, activities with vendors and other promotions. The television and print ad images were created by marketing communications firm Donino, White & Partners, Atlanta.

The new campaign is CDW's first attempt to proactively illustrate its philosophies and direct business model. Previously, CDW's marketing strategy focused almost entirely on its pricing and the breadth of its product selection, which includes 80,000 products. The company sells brand-name devices from Compaq, IBM, Microsoft, Computer Associates and other names.

CDW will display its new logo on all marketing and communication material, including the Web site. A circle enveloping the letters "CDW," the mark is meant to convey the company's Circle of Service philosophy, which states, "Everything we do revolves around the customer."

CDW, which started out purely as a direct mail company, now markets through catalogs, telemarketing and over its Web site,, which offers daily "Hot Deals" on computers and peripherals. For the 12 months ended June 30, CDW generated net sales of $1.4 billion. The company also offers custom configurations of computers, next-day shipping and phone and online technical support.

CDW advertises in national business and computing magazines like Forbes, Fast Company Inc., InfoWorld, PC Magazine and PC World. All of those magazines will be involved in the new campaign.

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