Siemens Enterprise Communications, a joint venture of Siemens and the Gores Group, a private equity firm, was relaunched as Unify Oct. 15.
The relaunch is the result of the joint venture agreement entered into five years ago as well as a reflection of the new direction of the company.
As part of the joint venture, which is 51% owned by the Gores Group and 49% owned by Siemens, the partners agreed to develop a new brand name to uphold a trademark licensing agreement between the venture and Siemens.
“This is not just a renaming of the company but really reintroducing ourselves and taking on a market we think is twice the size of our traditional market,” said Chris Hummel, global chief commercial officer and president-North America at Unify.
The company plans to tap that market with its existing business communications services and a new platform for cloud-based collaboration and communications services called Project Ansible, which will be rolled out next year. “The name "Unify' is connected with what we do now but also allows us to expand,” Hummel said.
“What Unify stands for is unifying business communications for the new way to work,” he said referring to an increasingly mobile workforce operating in a more global environment.
The relaunch is being publicized with a multimillion-dollar ad campaign created by McMillan, Ottawa, with the tagline “Harmonize your enterprise.” Horizon Media, New York, handled media buying.
“Unifying business communications is what Unify does. Harmonizing your enterprise is what Unify promises,” said Gordon McMillan, chief creative officer at McMillan. “We developed a strikingly simple design language that communicated a more vibrant, engaged company that has a vision for a new way to work and the product road map to back it up.”
The awareness campaign features online ads as well as print ads running in publications such as Barron's, The Economist, Forbes, Financial Times, Government Technology and Healthcare IT News.
The ads feature the new Unify brand identity—including a bar of vibrant colors that had its genesis in the musical score for “Moonlight Sonata”—and the words “Connect. Share. Give. Take. Solve. Save. Smile. Unify.”
“Those are the stages you go through in collaboration,” Hummel said. “The last word is Unify; we are introducing our brand to the world. A lot of people didn't know Siemens, and we are going after a whole new audience.”
Previously, Siemens Enterprise Communications targeted infrastructure managers or CIOs, he said. Unify will expand its target audience to include business decision-makers in marketing, HR, technology and other departments.
Unify is also using social media and direct marketing, including a 3-D mailer that includes a video player containing an introduction to the company.
McMillan created the direct mail piece, and Eastwick, Sunnyvale, Calif., is handling social media.