Zyman brought in to help rebuild EDS brand

PLANO, TX: IT consulting firm EDS is ringing in the new year with a resolution to build a new brand.

PLANO, TX: IT consulting firm EDS is ringing in the new year with a resolution to build a new brand.

The company has hired marketing firm Zyman Group to help the company recover from a rather rough year that included everything from layoffs to an SEC investigation.

"We hired the Zyman Group because of their expertise in branding and messaging," said Sean Healy, EDS' director of corporate PR. "Ultimately, the key messages that will emanate from this will be used in all of our marketing, including PR. And PR will be heavily involved in this. [VP of global communications and advertising] Tom Mattia will be involved, and the key messages that come out of this will drive our PR. It will drive all of our communications. This is not going to happen in a vacuum."

Working with the Zyman Group will not affect EDS' relationships with its PR firms, including crisis-focused Robinson Lerer & Montgomery; Edelman; and The Dilenschneider Group, said Healy.

Last year was a tough year for the company. New customer wins, service launches, and new executive management were offset by the SEC's probe into stock hedging, which went from an informal inquiry to a formal investigation, and helped drive down the stock price. EDS was also beset by lower profits due to weak IT spending, and its debt rating being downgraded. The company also announced midyear that it planned to lay off 2% of its workforce.

"Our role is to understand from a strategic standpoint how EDS has evolved over the years, and what branding and marketing strategies they need to help the company grow going forward," said Zyman Group corporate marketing manager Allyse Denmark. "Our job is to understand their brand position and their audience, and come up with a strategy to develop messages to reach that audience in the future."

"The Zyman Group will be approaching all aspects of our business, and taking a look at how we approach the market, and how the market views us," explained Healy. "This is part of an effort to differentiate us in the marketplace, and to make sure the market sees us, our services, and the value we add much more clearly."

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