Computer-security company Symantec is set to embark on its first major rebranding effort in years in the shadow of its search for a new CEO and reports of a potential breakup or sale.
The campaign, entitled “Do It All,” officially kicks off in the U.S. on Monday, but took root late last year after an RFP helped Symantec pare the agencies it works with down to two — Grey and long-time partner Godfrey Q and Partners.
Symantec fired its CEO Steve Bennett just a few weeks ago amid sagging revenue and a slumping share price. This marked the second time it removed a CEO in as many years. (Mr. Bennett had been CEO since July 2012, when he replaced Enrique Salem; board member Michael Brown has taken over as interim CEO.) Reuters reported this week that the turmoil has attracted the interest of activist investors and private equity firms, which could lead to a breakup or sale.
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