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.

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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.

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