Fujitsu Services chose One to better focus their communications. We undertook a brand positioning exercise and conducted competitor analysis to audit the brand landscape and establish Fujitsu's position in the market. We set up stake-holder interviews to discover the brand culture and, to harness and re-define the brand, we proposed an Organising Thought – a powerful and motivating encapsulation of what the business believes in, cares about and stands for. 

The campaign, 'Imagine. Your Perfect Partner', is inspired by an irrefutable truth – that Fujitsu is respected in the industry as a trusted consortia partner providing effective support. The campaign's invisible Fujitsu man is seen partnering with the armed forces, Police in London's Underground and government in Whitehall – on the front line of national defence and security.

Effective roll-out of the positioning to trade shows, business communications, stakeholder events and Media Relations ensured that Fujitsu's new positioning was seen by decision makers worldwide and that Fujitsu key messages were discussed in global print media.

“One understands the market, they have good media contacts and offer sound advice. What’s more, whilst the creative team works with us closely to hit deadlines – they offer strong creative and compelling campaign concepts”

JANE BERRY, HEAD OF MARKETING,  FUJITSU SERVICES