Genpact

Creating a Global Corporate Identity: A Brand Launch Program for Genpact

Situation: After its inception in 1997 as General Electric’s India-based business services operation, GE Capital International Service (GECIS) quickly evolved into a world-class business process outsourcing provider. Despite a customer base that included Fortune 500 companies across all of the world’s major business centers and state-of-the-art operating facilities in India, China, Europe and Latin America, GECIS had limited brand recognition independent of GE. In 2005, GE entered into an agreement with leading private equity firms to launch GECIS as an independent company.

Program: Stanton Communications was engaged to develop a comprehensive communication strategy to support the new company’s launch. This program not only included the creation of a brand identity and corporate messaging, but also a plan for maintaining a high level of visibility for an organization competing against established and respected global brands such as Accenture, IBM and Hewlett-Packard.

When the company launched as Genpact in 2005, the announcement was supported by outreach to national and international business media, trade and vertical industry publications and industry research analysts. Following this initial wave of outreach, Stanton Communications arranged for corporate executives to travel to New York City for a series of one-on-one interviews with a select group of national and international business media.

Results: Coverage of Genpact’s launch appeared in numerous high-profile media outlets including The Associated Press, Dow Jones International and The Washington Post. The media tour proved critical to the success of Genpact’s launch generating feature stories in BusinessWeek (including a cover story on the outsourcing industry in which Genpact was the primary positive feature), The Wall Street Journal, Bloomberg News and The New York Times. A concurrent industry analyst tour planned and conducted by Stanton Communications now serves as the cornerstone for Genpact’s ongoing analyst relations program.

Stanton Communications continues to provide Genpact with comprehensive support in the areas of media relations, analyst relations and marketing communications in addition to platform and trade show support for a host of international conferences.