‘Spade’ a Mark of Innovativeness

Seeking to communicate its position among the top consulting companies worldwide, Cap Gemini Ernst & Young is putting $30 million behind a fourth-quarter, global print campaign.

The branding campaign from D’Arcy Masius Benton & Bowles broke on Friday in publications such as The Financial Times, The Wall Street Journal and Le Monde.

The campaign’s three executions are meant to position the company’s spade symbol as a mark of its innovativeness, said Stella Goulet, vp of Cap Gemini E&Y in the U.S.

In one ad, the handle of a baby’s pacifier is shaped like a spade; in another, the spade appears within the first lunar footprint of a U.S. astronaut. In a third, the spade is the center of a lightbulb.

Goulet said D’Arcy won the business because “they had a good understanding of our brand vision and employed a good creative use of the icon. That was a differentiation that could be leveraged in the campaign.”

Susan Gianinno, chief branding officer and chairman of D’Arcy Worldwide, said the idea of entrepreneurial creativity as portrayed in the ads was integral to the campaign strategy because “one idea can reshape the world.”

Goulet said the work’s aim is threefold: to heighten awareness among CFOs and other senior executives in global Fortune 500 companies, to attract potential employees to the company, and to create a common, shared identity within the company.

The shop already handles E&Y globally, and won the business after a competitive review in which Euro RSCG and Strawberry Frog were finalists. The account win was led by Gianinno and John Farrell, D’Arcy Worldwide’s president and CEO.

Cap Gemini E&Y was established in May after Cap Gemini bought E&Y’s management-consulting business. The new entity’s current clients include Bank of America, Hewlett-Packard and Standard & Poor’s.

MediaVest handles U.S. media planning and buying, while Alter Ego in Paris has those duties overseas.