Norwalk, Conn.—Xerox Corp. will introduce an integrated brand campaign on Sept. 7, designed to shift its positioning from a product company to more of a services-oriented company, said Xerox CMO Christa Carone.

“This is the most significant brand campaign Xerox has launched in a couple of decades,” Carone told BtoB.

“The overall objective of the campaign is to start disrupting some legacy perceptions of Xerox in the marketplace and broaden views so that customers and prospects perceive Xerox as being more in the services business,” Carone said.

In February, Xerox acquired Affiliated Computer Services, a business process outsourcing company, which tripled its services business, she said.

The campaign budget was not disclosed, although Carone said it is in the multimillions and includes TV, radio, print, online and out-of-home.

The brand campaign, an extension of Xerox’s “Ready for Real Business” ongoing campaign, was created by Y&R, New York. It features brand characters of Xerox customers, such as Procter & Gamble Co.’s Mr. Clean and Target Corp.’s Bullseye dog, managing such business situations as inventory management.

The campaign will run through the rest of the year.