Novell plans ú17m drive to revamp image

Software company Novell is to follow the route of Microsoft and attempt to become a household name.

Novell, worth $2bn (̼1.3bn), is the second largest software firm in the world. But, unlike competitor Microsoft, it is not well-known outside the IT world. Although Novell merged with WordPerfect last June Рadding education, games and business software to its product line-up Рit is still known primarily for its roots in networking software.

Novell intends to spend up to ú17m changing that image and is appointing a single agency in the US to replace the agencies it uses. Like Microsoft’s $100m drive through Wieden & Kennedy, Novell is expected to discard product-led advertising in favour of branding campaigns.

The move could result in the company dropping Fox Parrack Fox and Banner & Co, which handle its ú3m UK account.

Talks are to be held between Novell and its Utah headquarters over the next few weeks, with insiders backing the move to global branding.

Analysts say the advertising shake-up was vital. “Microsoft has considerable marketing muscle. If Novell is interested in targeting the same business and consumer markets it will have to shape up,” says Jeremy Davis, a senior partner with European computer research firm Context.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here