Case Study

Altran: Gaining leadership position under a new brand

Following Aricent's acquisition by engineering services company Altran, the Aricent brand was phased out as it became a division of Altran.

The Problem

Following Aricent’s acquisition by engineering services company Altran, the Aricent brand was phased out as it became a division of Altran.  This meant that the division needed to re-establish its public credentials in various technology fields, including cloud, Edge computing, IoT, artificial intelligence and, in particular, 5G, under a brand that had little name recognition in telecom and tech markets.

The Solution

Based on the strong track record of PR results for Aricent, Sonus was retained by Altran and engaged for a wider role supporting other Altran divisions for global technology PR.  The Sonus team continued the same successful formula of providing media with expert commentary, creating and placing high-quality thought leadership material and refining and promoting news globally.  In less than 12 months, Altran’s technical expertise was firmly established through a constant media presence, eventually dominating the Share of Voice for 5G in H1 2020 in the global technology media, compared to other large consulting and engineering services companies.

Business Impact

Through the Aricent acquisition, Altran became the world’s largest engineering services and R&D company – and through PR it now has the leading share of voice in 5G and other areas.  In June 2019, Capgemini tendered a friendly $4.1 billion takeover bid for Altran, which was finally ratified in 2020.  In the acquisition announcement, the CEO of Capgemini specifically highlighted the combined company’s ability to take “full advantage of the revolution created by the developments of the cloud, Edge computing, IoT, artificial intelligence and 5G.“

Latest Insights From Sonus

Global Reach

We’re a single, unified team based in the critical media and analyst markets of the US and UK - with contacts across the world. We’re in a rare sweet spot - a focused, boutique operation with global reach. Drop us a note.

  • This field is for validation purposes and should be left unchanged.

By submitting this form, you agree that you have read and understand Sonus PR's Terms and Conditions. You can opt-out of communications at any time. We respect your privacy.

Sonus Public Relations LLC

981 Mission Street
San Francisco
CA 94103
United States

+1 (415) 965-3212
sayhello@sonuspr.com

Sonus Public Relations Ltd

69 Old Street
London
EC1V 9HX
United Kingdom

+44 20 3751 0330
sayhello@sonuspr.com