In the field of consulting, as in life, there are many who can give advice about how to run a business, but very few can make it happen. Capgemini claims to be part of the latter, and has expressed this in its “Make it real” campaign, designed by the creative agency Publicis Conseil.
The company addresses an uncomfortable truth in the business ecosystem: that of the absence of practice in the face of an abundance of theory. With its new brand platform, Capgmeini takes a pragmatic approach and positions itself as a trusted partner capable of doing, not just saying.
Get the message across with an ad that shows managers at different times in their day, such as meetings or trips and business lunches, reacting to overwhelmingly unhelpful advice from multiple advisors. “Everyone can give you advice. But not everyone can make it happen” is the claim that expresses the company’s new positioning.
The campaign joins others launched by players in the B2B sector that explore the limits of traditional codes, betting on humor and a more human approach. Thus, it includes a special piece set on a golf course, with which Capgemini has highlighted both its philosophy and its sponsorship of the Ryder Cup competition, an association that began in 2021. This spot was launched last September, beginning the new platform.
The campaign represents a new stage in Capgemini’s communication strategy, which has focused over the last five years on building its brand with the intention of placing it among the most prominent in the category. “Make it happen” represents a more refined vision of its ambition, following more aspirational campaigns, such as “Get the future you want”, launched in 2021.
The campaign will be broadcast in January 2026 during the World Economic Forum in Davos, which will take place between January 19 and 23, and will also be activated on digital outdoor advertising media at Zurich Airport.
The new positioning is already active in the Spanish market, where the company has appointed a new CEO. Thus, Laurent Perea, who since 2023 has held the position of General Director of Capgemini Engineering in Spain, will replace Luis Abad, who has held the position for the last five years.
In addition, Capgemini has chosen Marco as its new communications and public relations agency in our country, and this will be in charge of not only helping to convey the new positioning, but also assisting in the construction of a unified corporate story that reinforces the perception of Capgemini as a leader in the sector.
