CGI Business Consulting
Riding the waves
of a merger
Following the acquisition of Acando by CGI Nordics, there was a need to facilitate the merger by developing a clear and impactful positioning and communication of the new advisory offering – brought into the group by Acando.
The merger of two, in many ways, complementary offerings may seem easy – but when integrating a smaller company into a global giant there is a large risk of its offering and expertise getting lost in the process.
Due to Acando’s high strategic excellence and longstanding expertise in advisory and business transformation there was a need to clarify its position within CGI both internally and externally. An opportunity to embrace new possibilities without losing any of the longstanding brand and culture traits; bringing to life a clear point of view and ambition for a new era as part of CGI’s Business Consulting unit.
In a thorough Insight and analysis phase, speaking both to existing and prospective customers as well as employees, we became convinced that there is a need for a new, more pragmatic and empathic way of working in the consultancy business. You can’t solve today’s challenges with yesterday’s ways of working. CGI Business Consulting has an open and collaborative way of working together with their clients, so this insight suited them well and became a cornerstone for the focus of the offering.
In a highly collaborative and transparent process, we framed a clear position and direction going forward. This was all synthesised and packaged both in a brand and a member platform, aimed at guiding and inspiring clients and employees alike and both of them centred around the promise “Conquer complexity. Create clarity.”
In order to express and launch the new position externally, we came up with 12 statements, capturing the CGI way of working. We called it “Bold enough to be clear” and let employees from the organisation announce one statement each to share their CGI beliefs. The statements were spread in digital and print ads as well as internally to build engagement.