Lenovo’s new marketing strategy – ‘For Those Who Do!’

Fleishman-Hillard Vanguard supports Lenovo, one of the leading global manufacturers of personal computers and one of the Russian IT market’s most dynamically developing companies, in promoting a new marketing strategy in Russia with the slogan ‘For Those Who Do!’.

Representatives of the Russian mass-media met with Lenovo’s senior management in Moscow where the company’s new marketing strategy was presented. The press event took place in the capital’s fashionable ‘Kalina Café’. The people who took part from Lenovo were: David Roman, Senior Vice-president- Marketing, Howie Lau, Vice-president- Marketing in emerging markets and Bai Yuli, General Director- Russia and CIS countries.

Lenovo’s management noted that the brand strategy reflects their corporate ideology, which has always been made by people of action. Therefore, when promoting its products the company firstly addresses consumers who aspire to create new projects and ideas and who treat modern technology as tools to achieve their aims rather than a means to underline their status.

At the end of the official event journalists had the chance to have some fun and demonstrate their own proactity. The creative ones decorated Lenovo laptops, Kinect games fans arranged a bowling tournament, and some started preparing cocktails with the barmen or mixing tunes on the DJ’s decks.

«The ‘For Those Who Do!’ campaign is a serious claim for Lenovo’s successful long-term development», David Roman said. «We will take our well earned reputation as one of the most actively developing leaders in the IT market as a base and build a brand on it that consumers will associate with action, determination, ambition, imagination, skill, optimism, purpose and so on. Our task is to create a company which will be well-known on every continent and market».

«We are glad to provide support to such a dynamic and active company as Lenovo. We have been cooperating for several years, from the moment the company entered the Russian market, and now we can see with pleasure Lenovo’s image as a progressive player with an active social position becoming brighter and more expressive», — Elena Fadeeva, General director Fleishman-Hillard Vanguard.


Lenovo provides innovative hi-tech personal computers. Lenovo’s business model is built on innovation, operational efficiency and customer satisfaction as well as a focus on investment in emerging markets. Formed by Lenovo Group’s acquisition of the former IBM Personal Computing Division, the company develops, manufactures and markets reliable, high-quality, secure and easy-to-use technology products, and also provides services helping customers worldwide to be more productive and competitive. Lenovo has major research centers in Yamato, Japan; Beijing, Shanghai and Shenzhen, China; and Raleigh, North Carolina, USA. For more information see www.lenovo.com