Capgemini takes multicultural approach in new branding campaign

by Editor 10/2/2008 5:22:00 PM
Capgemini is adopting a multicultural approach for its new global advertising campaign in an effort to reinforce its brand across the world.

The consulting firm has opted for an approach that is unique in the information technology and consulting sector. Capgemini's slogan, ''Together. Free our energies" will now be launched with three representations of the same scenario, referring to European, Indian and North American audiences, and drawn by three cartoonists: Ted Benoît, Neal Adams and Sahebrao Hare.

Capgemini originally combined its slogan with cartoon illustrations in 2007 and the campaign, revolving around the fictitious enterprise Highlet, was a huge success. The consultancy will now continue to build its brand in different markets using the innovative advertising message that stands out from the IT and consulting sector's usual marketing styles.   

"This campaign expresses the values and the very identity of Capgemini: a global company but, conscious of its cultural diversity and its proximity to clients that it has in the different countries where the Group is present. The strength of a brand is an asset to develop. We continue to invest in line with our commitments in order to reinforce our leadership in certain countries like France or Holland or to raise awareness in India or the North American continent," says Philippe Grangeon, Group Marketing & Communications Director, Capgemini.

The branding campaign will be launched in October in the UK, the US, Canada, the Netherlands and India.

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