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For decades, Xerox stood as the permanent mainstay across the globe, drawing comparisons to what modern-day Google is. Now, the 111-year old company is doing it’s best to stay relevant in society, and is succeeding in a new and innovative way. In the New York Times, Newhouse Advertising Professor was interviewed about Xerox and it’s place in the market.

“Leaning on literature as a marketing tool shows that companies are eager to attract “the influentials,” O’Neill said. “A key thing with managing a corporate reputation is not what you say, but what you do. I’m always much more impressed when I see a corporation doing something like this.”