Capgemini Receives IDC’s Best Practices Award for Brand Strategy Development and Execution
FRAMINGHAM, MA – August 30, 2005 – IDC today announced that Capgemini is the recipient of IDC's CMO Advisory Best Practices Award for Brand Strategy Development and Execution. IDC received best practices nominations from technology marketing executives across the IT industry and selected Capgemini for its leadership and innovation in execution with its Collaborative Business Experience (CBE) campaign. The detailed case study that outlines the processes Capgemini uses to drive brand execution was published by IDC in August.
"Virtually every major IT vendor has been increasing brand investment over the past two years," said Michael Gerard, research director of IDC's CMO Advisory Research Service. "IDC believes it is important to assess which companies have been the most thorough and successful with those investments. Capgemini's nomination rose to the top, particularly for its emphasis on the effective external and internal execution of its brand-building strategy. IDC congratulates Capgemini on its leadership in this area, and thanks Capgemini for sharing its successful marketing practices."
The winning entry from Paris-based Capgemini (Euronext Paris: CAP), outlines how Capgemini revamped its brand utilizing a market-driven approach that leveraged company strengths and direction. In implementing its new brand investments, the Capgemini leadership team recognized that brand building is part of an overall business strategy and not just the domain of marketing. Capgemini established a multi-functional Brand Council to gain internal support for the new brand campaigns across the organization.
"It was important in the context of a global name change and the first significant investment in the brand in three years to create a campaign that went beyond marketing," said Mieke Van Handenhove, global director of Branding and Advertising for Capgemini. "The Collaborative Business Experience comes to life in everything we do from sales to delivery to knowledge management to marketing to education and training, and we are honored that IDC recognizes us for leadership and innovation in executing the CBE campaign."
The Capgemini case study is the focus of a new IDC report, Best Practices Winner in Brand Strategy Development and Execution: Capgemini (IDC #33913). The CMO Best Practices research helps technology marketing executives more effectively deploy their marketing programs by providing insights from the successful practices of their peers. The CMO Advisory Service regularly surveys over 100 of the leading IT vendors to track marketing trends, priorities, investment and resource allocation decisions, and best practices.
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