Amdocs’ new brand vision launches


Six months of intense activity paid off on 1 February as telecoms software giant Amdocs launched its new brand promise ‘Embrace Challenge, Experience Success‘.

After being appointed last June, Dialogue developed this new positioning for Amdocs in time for the company’s 30th anniversary celebrations.

The new positioning emerged following a process of deep engagement with company senior management, staff and customers. This required a number of trips from Dublin to the company’s offices worldwide. In addition, the corporate positionings of key competitors including Oracle, Accenture and Huawei were analysed in order to clearly differentiate Amdocs.

Worldwide impact

The new positioning has resulted in a complete overhaul of the company’s website and will be reflected in Amdocs’ ATL and BTL advertising plus all digital communications including banner advertising, social media and email marketing. It will also be used to motivate the company’s 19,000 staff and worldwide customers alike to continue Amdocs’ 30 year record of industry leadership.

The brand promise has already encouraged one staff member to succeed in a personal challenge. Raz Froilich, Amdocs’ Head of Operations in Europe, braved temperatures of -40 degrees Celsius and 60 kilometre per hour winds to climb Mount Aconcagua, the highest peak in the Americas.

Thinking big

Amdocs is a global company with revenue of approximately $3.2 billion in 2011. Amdocs has over 19,000 employees and serves customers in more than 60 countries worldwide. For more information, visit Amdocs at

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