SAIC – Engility
Communicating an Acquisition in an Impactful Way
The Assignment: Brand Recognition
Communicate the benefits of a new corporate entity for customers, prospects and employees.
Two technology integrators—Engility and SAIC—were merging to become one pre-eminent government services provider. In a cluttered Mergers & Acquisitions landscape and a volatile political climate, getting the news to stand out would be difficult.
Highlighting the common priority for all—the mission—enabled us to unify the campaign. The first wave of communications focused on an announcement and high-level benefits; the second wave delved deeper into the new entity’s enhanced capabilities. The theme “Ingenuity from Every Angle” was threaded throughout the campaign.
The brand video was well received at the Investor Day presentation. The online campaign outperformed benchmarks for similar campaigns targeting government audiences. Employee engagement soared throughout the campaign.