(Photo by Avnet)

Chief Marketing Officer Kevin Sellers

Today, Phoenix-based Avnet launched its biggest marketing campaign in the company’s 96-year history. With a new logo, tagline and more, Avnet hopes to spread its message around the world.

Avnet’s chief marketing officer likes to say his company will never win an Academy Award but it would be thanked during an Academy Award winner’s speech. 

“Couldn’t have done it without them kind of a thing,” Kevin Sellers explained.

He said what Avnet does best is help technology companies move ideas to design, prototype and production. Seller said research showed Avnet’s message was reaching its larger, more established customers, but missing others. 

“Our brand and our brand awareness among particularly this new generation of customers and this new technology era we’ve entered is pretty weak,” he said. “We’re not well known,” he said.  

Sellers won’t reveal how much Avnet is spending on the campaign but said it will use print and digital advertising, social media and search engine marketing to target companies in the U.S., Asia and Europe. 

“It’s a real watershed moment for our company,” he said. “Avnet is in many ways much healthier because it’s more focused, it’s retained its more profitable and future-focused business lines.”

Earlier this year Avnet sold its technology solutions unit which made up nearly 40 percent of its business. Avnet recently acquired two other companies to grow its electronics components and integrated and embedded solutions business.