Avanade's 'AppDev' campaign secures new business

Avanade PR and marketing campaign in order to raise awareness of its key service line AppDev 

Avanade is a global business technology and managed services provider and joint venture of Accenture and Microsoft. Avanade connects insight, innovation and expertise in Microsoft technologies to help customers realise results.

The challenge
Following an internal evaluation at the end of 2012, Avanade UK decided it needed to raise awareness of one of its key service lines: Application Development (AppDev), which focused on building enterprise applications that reflect the changing work environment. It wanted an integrated PR and marketing campaign that would:

• Support sales pipeline for Avanade’s AppDev Solutions.
• Identify key gaps in the media where Avanade can drive its messaging.
• Leverage key events.
• Drive 3 month campaign reaching key customers, partners and employees.

Avanade had just appointed Edelman as its UK PR agency in December 2012 and was already working with April-Six as its creative agency, but even from initial discussions about AppDev it was clear that both agencies had strong ideas about how to carry out this campaign.