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BTOB EXCLUSIVE: Cap Gemini Ernst & Young to launch global b-to-b branding campaign

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Paris--Cap Gemini Ernst & Young L.L.C. this Friday will launch a global branding campaign, the company's second since Cap Gemini SA, Europe's largest computer services company, bought New York-based Ernst & Young L.L.P.'s consulting unit last May. The campaign will consist of TV, print and online ads, and will run throughout the U.S., Europe and Asia for the remainder of this year. The campaign's first ads will contain the tagline "Meet the new customer." Terry Jost, Cap Gemini Ernst & Young's head of sales, marketing and business development-North America, said the campaign aims to convince potential clients that the firm is the best choice to help businesses understand their customers from a technology and strategy perspective. "It's meant to indicate that if you're a bank or a retailer, we'll work with you to understand your customer base," Jost told BtoB. Cap Gemini Ernst & Young is particularly keen on developing the Cap Gemini brand in the lucrative U.S. market, where its name recognition is not as high in Europe. The campaign, for which Jost declined to provide budget details, is being handled by D'Arcy Masius Benton & Bowles. Cap Gemini Ernst & Young spent $30 million on its first branding campaign, which ran between October and December 2000 and was meant to introduce the merged company.
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