IAS b2b Marketing has been tasked to reposition Siemens IT Solutions and Services after winning a four-way pitch.
The Cheshire agency says it was appointed by the global IT outsourcing business after "presenting a positioning strategy that sets out to move the industry beyond Information Technology and into the emerging sector of Business Technology".
It has created a "fully-integrated communications campaign" which includes a social media strategy and content for blogs, whitepapers and podcasts.
IAS creative director Reuben Webb said: “We think we have reached the tipping point from Information Technology to Business Technology. It’s a bold move to nail our colours to that mast and it’s refreshing to see a B2B brand of Siemens' stature prepared to think and act this big.
"Information is too passive a word to describe what technology can do for your business now. It’s not about functionality it’s about technology helping drive your business strategy. We believe this is a once in a lifetime opportunity to change an industry forever.”
The campaign will be rolled out across the UK, USA, Germany and Austria. Lead agency IAS will collaborate on it with sister agencies from the Business Branding Network.