Unisys stands out among eight other global
brand finalists, including tech giants
BLUE
BELL, Pa., Dec. 21, 2023 /PRNewswire/ --
Unisys (NYSE: UIS) took home the top prize at The Drum Awards
Festival in the B2B: Rebrand or Relaunch category, where the
company was recognized for its multidimensional creative strategy
that redefined the 150-year-old brand for the first time in more
than 35 years. The Drum Awards is one of the largest and most
prestigious annual competitions for the global marketing
community.
Unisys has always championed innovation and creativity
throughout its history, engendering loyalty by creating long-term
value for its clients. The company's market research showed strong
equity in the Unisys name, and the new brand rekindles an undaunted
spirit of reinvention and reliability. Today, the brand goes beyond
a recognizable name; it is an extension of the company's business
strategy.
The brand transformation at the end of 2022 was spearheaded by
Chief Marketing Officer Teresa
Poggenpohl. "Unisys has an enduring reputation for
consistently delivering results, and our new brand positioning,
'Experience Breakthroughs,' is an invitation to our clients and our
people to unlock the potential that they couldn't reach before,"
said Poggenpohl. "A breakthrough can be something operational, like
a more efficient process – or something cutting edge, like a
quantum computing solution. Rather than experiencing a single
breakthrough, we are offering our clients an ongoing series of
positive changes to help them transform their businesses. After
all, progress is never done."
Poggenpohl secured the C-suite's buy-in and engagement. Unisys
agency partners credited the chemistry, trust and the Unisys
leadership team's ambition and willingness to be bold as critical
factors in creating the award-winning work.
The transformation from a traditional mission-vision-values
brand model to a purpose-driven strategy was informed by interviews
with clients, prospects, associates and industry analysts. Their
feedback laid the foundation for a bold plan to reposition the
company as an industry-leading innovation partner with a powerful
visual identity system, brand platform and an accompanying cultural
transformation for Unisys people.
Key to securing the win was showcasing how the rebrand
translated into tangible business results. Within 18 months, the
brand saw strong results across the buyer journey. Proof points
include a 78% leap in website visitors, who are staying on-site 61%
longer than before, converting to leads and significant pipeline
generation. Google searches for "Unisys" after launch increased by
an impressive 55%, and the company's LinkedIn audience grew by 26%,
a clear indication of growing awareness and
influence.
Poggenpohl's captivating vision and steady guidance of the brand
relaunch earned her recognition as a top-four finalist for the
Drum's B2B: Leader of the Year, which included nominees from
leading global enterprises in the technology space.
Click here to read the full case study of the Unisys
rebrand.
About Unisys
Unisys is a global technology solutions company that powers
breakthroughs for the world's leading organizations. Our solutions
– digital workplace; cloud, applications & infrastructure;
enterprise computing; and business process – help our clients
challenge the status quo and create new possibilities. To learn how
we deliver breakthroughs for our clients – and have been pushing
the possible for 150 years – visit unisys.com and follow us on
LinkedIn. #Unisys150
RELEASE NO.: 1221/9934
Unisys and other Unisys products and services mentioned herein, as
well as their respective logos, are trademarks or registered
trademarks of Unisys Corporation. Any other brand or product
referenced herein is acknowledged to be a trademark or registered
trademark of its respective holder.
UIS-C
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SOURCE Unisys Corporation