Situation
Avanade needed more than a campaign. They needed a unified platform that could:
Differentiate their brand in a future-saturated tech market
Resonate with a global audience
And empower both marketers and sellers to speak to value—at every level
As a Global Systems Integrator (GSI), Avanade brings a broad portfolio of industry solutions, services, and technical capabilities to enterprise customers. This campaign needed to speak not to a single segment or persona, but to buying committees across multiple industries, regions, and roles—from technical decision-makers to the C-suite.
The brief was clear: deliver a bold new narrative, aligned across business units, customizable by market, and usable by sellers in the field.
Insight
Our strategic methodology revealed a powerful tension: while emerging technologies like AI promise transformation, they’re often met with uncertainty, skepticism, and fear.
In a sea of tech messaging that felt cold and impersonal, we saw an opportunity to lead with empathy—to position Avanade not as a futurist, but as a trusted guide helping businesses move forward with confidence.
That insight inspired a rallying cry: Future Ready. Now.
A call to act—not react—in the face of constant change.
Solution
Knack developed a brand strategy using our Four C’s Framework (Customer, Culture, Company, Competition) to find whitespace in the market and ensure cross-industry relevance.
We designed the campaign to be:
Flexible: Adaptable across industries and buyer personas
Unified: Anchored in a global brand story that could scale
Actionable: Built to empower both marketing and sales teams
We validated messaging through qualitative testing to ensure it landed with both executive and technical audiences, then codified it into a global campaign playbook.
What we delivered:
A brand strategy rooted in our strategic framework: Four C’s: Culture, Customer, Company, Competition
Messaging framework and hero creative concepts
Global campaign playbook
Executive summaries and industry-tailored infographics
A 30-second TV spot in English and French
Landing page design and social content
The result? A unified brand story that could be localized, personalized, and activated across Avanade’s ecosystem.
Success
“Future Ready. Now.” became Avanade’s most successful global campaign to date—earning record-breaking reach and measurable commercial impact.
92.5M
digital impressions
7.1M
digital impressions
0.38%
clickthrough rate
1.8%
social engagement rate
$537.1M
pipeline influenced
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