Brand Acquisition Campaign Strategy and Development
Following the announcement of the Concentrix acquisition of Convergys, Vehr developed a creative campaign to generate awareness of the merger both internally and externally and to educate clients and prospects about the company’s expanded geographic footprint, increased depth in industry verticals and broader platform of capabilities.
The co-branded campaign, which launched on the closing day of the sale, marked the beginning of the phasing out of the Convergys brand identity. As Convergys was the larger company of the two with 130,000 employees and more locations around the globe, Concentrix used this closing announcement and co-branded campaign as a platform from which to:
- Generate broad awareness of the Concentrix acquisition of Convergys.
- Educate clients and prospective clients about the company’s increased capabilities and opportunities.
- Position Concentrix as a market leader, delivering extraordinary customer, employee and user experiences for more than 650 of the world’s foremost brands.
- Introduce or bolster Concentrix in markets for which there is little or no name recognition or in markets in which the Convergys brand holds tremendous value.
Vehr developed launch strategies, tactics and timelines and introduced multiple concepts and themes to both companies. It worked with communications and creative teams around the globe to ensure cross-cultural compatibility and effectiveness.
The chosen campaign, which utilized a world map with pins indicating the company’s teams around the globe, highlighted the growing impact of the union and Concentrix’s increased ability to deliver great experiences for employees and clients.
Vehr developed a co-branded logo lock-up and delivered template art for billboards, posters, print ads, social media images and both companies’ websites. Many executions required customization for global regions, with four versions of the creative reflecting the relevant demographics.
The co-branded campaign was activated in more than 20 countries. Local teams deployed the brand transition strategies and incorporated the creative assets across social media channels, outdoor and print advertising, recruiting materials, media engagement and client communications.