Accelerating the journey to future ready, now.

A joint venture between Accenture and Microsoft founded on principles of innovation, Avanade has always been ahead of the curve.

In order to continue its phenomenal growth helping organizations succeed in the fast-changing tech landscape, Avanade was set to launch a new global brand campaign. But after conducting an internal audit of its current agency vendors, Avanade found that no one agency was able to think big, respond with agility, and execute end-to-end on its industry-leading promise.

So they turned to Knack.

Leveraging qualitative research to test and hone messaging as well as the 4C Framework (Culture, Customer, Company, and Competition), Knack tapped into its deep strategic expertise to explore the shifts in the tech landscape—and how to further solidify Avanade’s place within it.

Taking a highly strategic approach, Knack explored the latest trends across key industries, from retail to tech to health, and often the places where they intersect. Through our research, we found that emerging technology is often met with trepidation, that AI can often be seen as unwelcome, and that advertising often portrays technology eclipsing humans—versus collaborating with them.

Knack combined these insights alongside the Avanade brand mission—to champion human impact and drive innovation—to create a bold new campaign: “Future Ready. Now.”



A rallying cry to businesses across all key industry sectors, from automotive to retail, this campaign inspired business leaders to harness—and embrace, rather than fear—the inevitable digital landscape changes with the help of Avanade.

This global campaign drove traction and engagement around the world through 30-second TV spots translated into multiple languages that generated over 7M video views. Combined social assets generated over 92M digital impressions across all channels—and the campaign resulted in over $500M in influenced pipeline dollars, making Avanade and its clients future ready, now.