Campaign details

Agency: bbp agency

Raise brand awareness and build credibility for a business dealing with huge clients, from the Bank of England to the Vatican.


NTT DATA was well known in other markets such as Japan but wanted more recognition in the UK, where it has worked with the top five telcos. External and internal stakeholders were interviewed for their perceptions of the business, revealing the organisation was deemed to be more dedicated and committed than its major technology and consultancy rivals.

From this, the strategy aimed to position NTT DATA as an indispensable partner and guide to navigating business change, and help impressed clients to make a case for extending relationships.

"Guiding change with purpose and spirit" was chosen as the campaign strapline, echoing the Japanese traits of organisation and trustworthiness, and helping the company become not just a thought leader, but a thought provoker.