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Creating UK awareness for a Japanese technology leader



NTT DATA delivers transformative IT solutions for businesses such as the UK’s top five telcos. In Japan, it’s a household name, whereas in the UK it’s well-loved by its clients but not well known. Our brief was to change this by raising brand awareness and building credibility.

Samurai sword on a stylised background

NTT DATA’s clients see it as a true partner – something not typical in the technology consultancy space. So, in a market dominated by competitors claiming to be leaders, we wanted to position NTT DATA as a guide to complex transformations.

Brochure mockup for NTT Data UK

We distilled the strategy down into the creative platform ‘Guiding Greatness’. This worked to juxtapose the humble character of NTT DATA with the incredible projects it delivers for some of the world’s biggest organisations.

Direct mail piece for NTT Data UK
Origami direct mailer for NTT Data UK

NTT DATA’s Japanese heritage runs through the organisation. Capturing the essence of this, we used the crafts of Bonsai, Samurai and Origami, to parallel the dedication of these arts with the commitment NTT DATA uses to deliver its solutions.

" bbp impressed us from the start with its ability to get under the skin of our organisation, taking the time to understand us and our clients. We wanted a campaign that would raise awareness of NTT DATA within the UK, and they delivered. Their high-impact creative idea embodied the qualities of our unique Japanese heritage and showed how we use our expertise to guide our clients to greatness."

Simon Williams


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