Brand Purpose The Drum Awards Brand Strategy

How McCann Tech and McCann Enterprise managed Amdocs rebrand


By Awards Analyst, writer

December 5, 2022 | 3 min read

McCann Tech and McCann Enterprise won at The Drum B2B Awards 2022 in the Best B2B Rebrand category for its work on Amdoc's rebrand. Here’s why the judges chose it.

The music video brought awareness of the brand to a new audience

The music video brought awareness of the brand to a new audience

A rebrand is always a tricky path to navigate. How best to refresh a company's image without alienating clients familiar with its history?

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The brief

Amdocs, one of the early pioneers of Israeli high-tech, has always had a strong reputation as a leading technology company. However, with the fast-growing tech industry in Israel, Amdocs started to lose its positioning and began being perceived as an outdated company. Amdocs identified that its positioning as a company that ’always delivers’ didn’t sufficiently reflect the remarkable work the company has been doing in recent years.

Hear what the winners had to say about their award-winning work above.

The idea

The strategy was to transform Amdocs from a behind-the-scenes brand that quietly serves corporations to a front-line brand that visibly touches millions of users.

The creative idea was to write a catchy song that was a great experience in its own right and also conveyed the refreshed image of the brand. The team collaborated with Noga Erez and top personalities in the Israeli music industry to create a music video that captures the vision of the ’Make It Amazing’ strategy.

The results

In addition to updating the image of Amdocs among existing customers, the campaign brought awareness of the company to a wider audience. The perception of Amdocs being surprising and innovative grew by 130%, it created a 250% increase in CV submissions, and Amdocs won the best employer brand in the Israel Brand Awards 2022. And as for the music video itself – it received over 16 million views on YouTube.

This campaign was a winner at The Drum Awards for B2B 2022. You can see all the winners here. The Drum Awards for Marketing are currently open for entry. Find out how you can enter now.

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