Data Technology
NTT DATA Business Solutions
Global campaigning

Breaking the mold / copy

In a market full of buzzwords and sameness, we helped NTT DATA Business Solutions build a campaign tonality that stands out and a framework to keep it consistent.

Services

Global campaign framework Core communication elements Concept development Art direction Copywriting Illustrations Animation/ motion graphics SoMe activation assets Landing pages Download materials

The challenge

In the IT consulting industry, most brands face the same challenge: the market is crowded, and many suppliers sound alike. Familiar buzzwords and broad promises dominate the conversation, making it hard for customers to understand what truly sets one partner apart from another.

In a market where attention is limited and first impressions matter, NTT DATA Business Solutions needed to stand out from the crowd. Their goal was simple: create communication that customers actually notice, understand, and remember.

We’ve helped them do exactly that by developing campaigns that break the mold of traditional IT consulting jargon and speak to customers in a way that feels recognizable, confident, and unapologetically them.

The solution

Across multiple campaigns, we’ve helped NTT DATA Business Solutions shape a voice that feels clearer, more confident, and more human—while still staying professional and credible.

Visually, we make the abstract tangible and the tangible abstract by using playful illustration and typography that turns words into part of the visual story. In text, we ditch the jargon and get creatively specific, painting clear pictures in the reader’s mind and turning complex topics into messaging that resonates.

And as our approach proved successful, we took it one step further. Based on the tonality we’ve built and refined throughout the campaigns, we developed a framework for future communication. It provides clear guidelines to ensure consistency and cohesion across campaigns—while still leaving room for each concept to have its own distinct expression.

If you try to speak to everyone, you speak to no one. With the “GROW with SAP campaign", we helped NTT DATA Business Solutions speak directly to their audience by painting surprising, relatable scenarios they could connect with.
With ‘Make the Switch,’ we helped NTT DATA Business Solutions nudge customers to take action early, using a voice that cut through the noise and stood out from the crowd.
With the campaign “You don`t need an IT solution” we helped flip the script by addressing the doubts head-on, puncturing a few myths, and making SAP feel a lot less “not for us.”
We developed a brand toolbox for NTT DATA Business Solutions: a set of visual and verbal guidelines that ensure future campaigns are cohesive yet distinctive across all markets.
“Pravda helped us break away from the traditional tone in our industry and create campaigns that feel truly recognizable and consistently perform far above our usual benchmarks.”
Janina Ehmke Head of Content Marketing
Global Content Marketing NTT DATA Business Solutions

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