Capgemini backs new brand identity with digital push

Capgemini, the consulting, technology and outsourcing group, has overhauled its positioning by introducing a new “brand promise” that aims to demonstrate the role of staff in its client services.


The line, “People matter, results count” aims to “express the decisive influence of people on results”.

The refreshed brand identity is being backed by a global digital push that will run through to March.

Philippe Grangeon, Capgemini group marketing and communications director, says the decision to back the repositioning online is part of a strategy to become “the leading digital brand in our sector of activity”.

He adds: “The internet is the medium which privileges our different audiences – clients, prospects, and young graduates – as well as our own people. It is also an extremely versatile medium where a wide variety of content can be shared.”

Digital ads will feature Capgemini consultants sharing business “proof points” in a bid to demonstrate what the company can deliver to clients.

The introduction of the brand promise follows the restructure of its marketing department in the UK.

The move, which saw former Marks & Spencer and Coca-Cola marketer Hilary Kelly appointed to the newly created role of UK marketing and communications director, brought marketing for all its businesses under Kelly’s stewardship in a bid to market all of its services in a cohesive way.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here