Cap Gemini Ernst & Young launches $30 million global branding campaign
27 October 2000
Cap Gemini Ernst & Young is today launching a major global branding campaign.
The campaign captures in a visual way Cap Gemini Ernst & Young’s essential brand equity of ‘entrepreneurial creativity’. It demonstrates that Cap Gemini Ernst & Young has successfully distilled the brand essence of the newly merged company. The campaign is a celebration of having defined the global offer which distinguishes Cap Gemini Ernst & Young from its competitors. This campaign marks a new phase for Cap Gemini Ernst & Young as it continues its global expansion.
Creative execution of the campaign was developed by D’Arcy Masius Benton & Bowles with a total campaign budget of $30 million.
“We are particularly proud to have achieved the complete cycle of brand definition, advertising agency search and launch of the advertising campaign in just five months,” said Patrick Boccard, director of corporate communication for Cap Gemini Ernst & Young.
Creative execution shows a series of brilliant yet simple solutions which come from innovative thinking. The images include a footprint on the moon, a baby’s pacifier and a lightbulb. Incorporated into each image is Cap Gemini Ernst & Young’s icon which has been part of Cap Gemini Ernst & Young’s corporate identity since the company’s inception in 1967.
“Cap Gemini Ernst & Young is the only major consultancy with a logo as part of its graphic identity,” said Boccard. “We decided to use the logo as a central creative element to symbolize our commitment to entrepreneurial creativity and business innovation.”
Cap Gemini Ernst & Young was named as one of the premier brands in a recent book on Business Superbrands, in which Chairperson, Marcel Knobil said “It is no accident that by far the majority of these brands have been built upon a high quality product or service, lived up to their promises, stood for something distinctive, generated considerable awareness, defined a clear personality, and consistently remained faithful to their brand principles.”
Advertising will run in print media in 15 countries (Europe, North America and Asia) between October and December with strong visibility in trans-regional media, national dailies, weeklies, monthlies and trade press as well as in airports with billboards.
About Cap Gemini Ernst & Young
Cap Gemini Ernst & Young is one of the largest management and IT consulting firms in the world. The company offers management and IT consulting services, systems integration, and technology development, design and outsourcing capabilities on a global scale to help traditional businesses and “dot companies” continue to implement growth strategies and leverage technology in the new economy. The organisation employs more than 56,000 people worldwide and reports global revenues of about 7.7 billion euros (1999 pro forma).
More information about individual service lines, offices and research is available at www.capgemini.com
