Repositioning the Fujitsu Services brand

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Fujitsu Services chose One to better focus their government relations. We undertook a brand positioning exercise and conducted competitor analysis and bench-marking to audit the brandscape 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 brand experience inside and outside the business, 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 and communicates an irrefutable truth – that Fujitsu is respected in the industry both as a consortia partner and as a direct supplier. Fujitsu is always there in support and always there when needed. The campaign's invisible Fujitsu man is seen supporting members of the armed forces in Afghanistan, police in London's Underground and government in Whitehall – always on the front line of national defence and security.

“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 DEFENCE & SECURITY