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Essay text:
The extensive PR campaign generated unprecedented media coverage valued at $2.5 million on an investment of $0.5 million. The campaign evolved from mere publicity into the nation's theme of the period and evoked endless reactions. CreoScitex/penguins are now a brand name illustrating color, humor and innovation.
Statement of problem/opportunity
CreoScitex, the world's leading company in the prepress business, was formed on April 2000, by the merger of Scitex' pre-press division and Creo of Canada. The dually (Hertzelia?Vancouver) based company uniquely combines the worlds of technology and art...
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