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.“

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