Veritas Launches New Ads

Veritas Software Corp. is looking to make itself better known as a worldwide player in storage software with a global advertising campaign launching this week.

The work, designed by the San Francisco office of Interpublic’s Hill, Holliday, is aimed at boosting brand awareness for the Mountain View, Calif. company, which is coping with not only the prospect of softness in the storage software sector, but also poor brand awareness, executives said.

“Veritas is one of the top 10 software companies in the world but probably the least well-known,” said Jeremy Burton, chief marketing officer at Veritas. “This campaign is designed to elevate the Veritas brand and highlight our leadership in all aspects of storage software.”

The global print and direct campaign highlights the benefits of using the company’s software to protect and manage data while recognizing the firm as one of the independent leaders in storage software. Spending was not disclosed.

Ads will target companies’ IT executives, discussing the storage-related issues impacting their company’s bottom-line and how Veritas’ platform-independent software can reduce cost of ownership, while increasing the utilization of current storage hardware.

The stark ad executions rely on bold copy that highlights a particular, standout feature of the firm. For instance, one execution reads: “The ‘We Lead the Pack In Clustering Technology’ storage software company.” Another reads: “The ‘Undisputed Heavyweight Champion in Storage Visualization’ storage software company.”

Still another: “The ‘Why Trust Data Backup and Recovery to Anyone But a Leader?’ storage software company.

The ads and a direct marketing effort will run in North American and selected European, Asian and Latin American markets.

“This campaign is designed to underscore to senior IT executives what their storage administrators have known for years — that Veritas Software is the number-one choice in storage software,” said Nancy Hill, president of Hill, Holliday San Francisco. “These ads will showcase to senior IT executives how Veritas Software can improve the availability of business-critical information and reduce the cost of storage management.”

The campaign comes a month after the firm beat analysts’ first-quarter expectations, but reduced its profit and sales targets for second-quarter, on concerns about instability in the data recovery and storage software market, which has remained relatively insulated from the malaise afflicting many other software sectors.

The effort also follows on the heels of Veritas’ appointment last month of Jeremy Burton, former Oracle senior vice president of product and services marketing, to the post of chief marketing officer.

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