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Birmingham Digital Marketing Branding

Advanced Computer Software Group rebrands as Advanced, implements new marketing strategy


By Laurie Fullerton, Freelance Writer

April 12, 2016 | 2 min read

Advanced, the third largest software provider to the UK market, has undergone a global rebrand and today (12 April) announced the opening of its brand new Midlands headquarters in Birmingham.

Originally named Advanced Computer Software Group, the business has simplified to Advanced, as it embarks on a major talent acquisition programme creating 1,000 roles over the next 18 months and implements a new logo, website, social media channels and brand awareness campaign.

Advanced has grown to a £750m company in eight years and following its acquisition by Vista Equity Partners, in March 2015, the business has undergone significant transformation and impressive growth.

"The re-branding of our company from a marketing perspective began at the first of the year and it has been a 12 to 14 week process since the start of our journey," said Sally Scott, chief marketing officer at Advanced.

The business worked with digital marketing agency Graymatter for the task which helped Advanced look at the technology it has to develop an identity that is "visually fresh and modern" to appeal to its core market.

"We had a lot of employee engagement and Graymatter worked with us to build a message around that," added Scott. "The main message we learned from this process is that we approached the re-brand in a very informed way. We know the importance of a good story and that will be expressed on the website, social channels and throughout the market including at our new headquarters."

Part of the transformation includes the appointment of a new C-suite, as Advanced completes a four stage programme of re-branding, relocation, restructure and recruitment.

Advanced employs 2,000 people and has a customer base of more than 20,000 organisations including the Royal British Legion, Virgin Trains, Harvey Nichols, Silverstone Circuits, Birmingham Children’s Hospital and Carewatch.

Four hundred of the new roles will be based in Advanced’s newly refurbished Midlands headquarters at the Mailbox in Birmingham.

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