Avaya: Reinvigorating a 20-Year-Old Brand

Avaya, a global communications company, shed its legacy image and showed the market its refreshed business model and value proposition in the US.

Campaign details

Brand: AvayaAdvertiser: Avaya HldgsAgency: Hotwire

Situation Analysis

Avaya, a 20-year-old global communications company, was looking to tell new stories, broaden its audience reach and establish a market-reshaping narrative around its cloud and SaaS offerings. The Avaya brand was well-known as a communications hardware provider, but the industry had radically changed to prioritize SaaS companies. Avaya needed to shed the legacy image, and show the market its refreshed business model and value proposition. It was imperative that Avaya become synonymous with cloud and software in order to make a significant move in the market....

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