Situation
Fujitsu is the world’s 4th largest IT provider, with approximately 175,000 employees supporting customers in 70 countries. Headquartered in Tokyo, Fujitsu reported revenues of £30 billion for the year ended March 2009. In the UK, Fujitsu is focused on the B2B market from SMEs through to enormous government departments.
Critical to the success of this was a marketing strategy aimed at growth that integrated the following three main areas of activity:
- Brand awareness (Fujitsu needed to overcome low levels of brand awareness and some confusion with Fuji)
- Relationship Building (events aimed at senior executives)
- Demand Generation (campaigns focused around gaining new customers for Fujitsu’s key service and product offerings)
For a long time, Fujitsu had been using a number of smaller agencies on an ad hoc basis, but they had come to realise that a larger integrated agency would offer a better solution to meet their objectives.
Action
Oystercatchers reviewed the entire market and worked through a detailed selection process with Fujitsu. We looked at the following:
- IT specialist agencies
- B2B specialist agencies
- Integrated agencies with both B2B and B2C core skills
Outcome
The result would have been difficult to predict at the beginning of the process. But after visiting agencies from all the above categories, it became clear that Fujitsu were more interested in a non-specialist integrated agency. In a hard fought contest, Gyro came out on top, having demonstrated an impressive strategic and creative strategy combined with specialist IT expertise.