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Cognizant

Global Brand Platform

Atmosphere Proximity

To show the business world that digital advances only matter if they help advance everyday lives, Cognizant and Atmosphere Proximity created a global brand campaign — one that has helped the business services and technology provider leapfrog many of its competitors into true "Tier 1" territory.

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  • Challenge

    As one of the world's leading professional services companies, Cognizant specializes in transforming the business, operating and technology models of large, global enterprises. But while the company had expanded its already impressive digital capabilities over the last few years, awareness of Cognizant's digital prowess was lagging behind that of its larger, more established competitors.

    The goal of our new corporate brand campaign: demonstrate to its target audience (C-Suite leaders and business decision makers at Fortune 500 and Global 2000 companies) how Cognizant can help them meet their goals by pioneering new frontiers in their fields.

  • Solution

    Building off the insight that businesses looking for a technology consulting partner were hungry for real help instead of more hype, we put the focus of our stories in the same place business leaders put their focus: on the end-customer.

    This spoke to Cognizant's belief that digital advances only matter if they help advance us all — and enabled our brand campaign to trade business jargon for real-world emotion with relatable, everyday stories that showcase how Cognizant is delivering meaningful experiences across healthcare, life sciences, insurance, financial services, and other industries.

  • Results

    Gartner's Global Consulting analysis ranked Cognizant as a "Tier 1" provider, and the company's own brand tracking studies reveal its image exceeds rivals on three critical decision-drivers: Innovation, Industry Expertise and Collaborative Working Style. And in a recent ITSMA study, awareness of Cognizant as a provider of digital transformation solutions has risen to third in a field of more than 40 competitors.