Top Story

Home >> Marketing >> Article

Capgemini starts 60-mn Euro global branding campaign

16-April-2004
Font Size   16
Capgemini starts 60-mn Euro global branding campaign

Capgemini, the management, technology and outsourcing consultancy, has announced its new 60 million euro branding campaign, which reveals both a new positioning and a new identity and will continue until the end of the year.

According to a company release, as part of this launch, the company confirmed that its name has now changed, from Cap Gemini Ernst & Young, to Capgemini.

The campaign’s starting point was research undertaken with clients, prospects, employees and analysts. The research showed that the consultancy market has fundamentally changed. Where capabilities such as technical know-how, industry expertise and the ability to execute were once key skills, the market today views these as basics or the cost of entry. Clients are increasingly interested in how the consultant will work with them, every bit as much as what they will do.

The consulting industry has traditionally been dominated by a small number of "power" type brands. Capgemini’s new positioning centred around the Collaborative Business Experience, directly relates to the market research and introduces the industry’s first ‘experience based’ brand.

"The Collaborative Business Experience defines the way in which we work with our clients, partners and each other. It’s about the experience clients will have when they engage Capgemini. We’re focussing on the intangibles that make the difference in achieving tangible results; a collaborative approach, shared goals and simpler, more effective processes," said Joe Thomas, Global Collaborative Business Experience Leader at Capgemini.

The creative impetus for the campaign is simple; behind every success story there is collaboration. Rather than turning to house-hold names, Capgemini has chosen to highlight the people who usually remain in the shadows. Darren Cahill, coach of Andre Agassi and Tony Visconti, legendary producer of the David Bowie sound, are the first examples in the campaign launch. The 30 second TV commercial "the coach", as well as the print and outdoor campaign feature Darren Cahill, Andre Agassi’s coach and the person behind Agassi’s "second career" at the top. Tony Visconti, will appear in the print and outdoor campaign.

"We liked this creative concept as it fits perfectly with Capgemini’s positioning with clients. We want clients to see us as the coach or collaborative force behind their success," said Florence Mairal, Capgemini’s Global Communications Director. "Both Darren Cahill and Tony Visconti illustrate the benefits of long term collaboration and today are recognised as leaders in the own right."

The media investment will be concentrated on the US market, but also cover Europe (primarily France, the UK, Germany and The Netherlands) as well as the Asian market through pan-regional media.

A key part of the campaign is the focus on employee communications and professional development for the company’s employees around the world. Capgemini’s University at Chantilly, Les Fontaines, hosted the internal launch of the campaign for the company’s senior executives in January.

"Investing in capability building for our people is part of our philosophy. Employees have welcomed the introduction of the Collaborative Business Experience enthusiastically. This is because we’re not introducing something unfamiliar to them," continued Joe Thomas "You can’t teach a collaborative approach in a one-day course. For us it’s part of our DNA."

Tags

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

Gaurav Dua, Executive Director, Relaxo Footwears talks to exchange4media about the brand's re-branding, marketing strategy, future plans and much more

The brand through its campaign is helping Indian professionals imbibe the new work-culture while making an effortless style statement at their workplace

In this campaign, the brand MRF tyres intends to communicate their proposition of 'comfort made more comfortable'