Our messaging platform, based on innovation, reliability and security, was represented by a character called Susie. While the reason for her name was never overtly communicated outside the company, within Fujitsu Siemens Computers she became the holdfast for internal communications helping bond the newly formed company together.

Susie was made up from the last two letters of Fujitsu and the first three of Siemens. This was an in-joke that was shared among the employees of both companies, helping bring them closer together.

When two very different companies, Fujitsu and Siemens, formed a new one, to enter the already crowded PC market, they needed to make an impact and quickly.

With a media budget of £1.8m in the first six months, the ‘Susie’ campaign ran in the National Press and outdoor across London.

Our confident ad campaign worked hard to push product and brand, punching its weight with the likes of IBM, Dell and HP. It de-risked their entry into a fiercely competitive market, created credibility with the audience and gained immediate acquisition of share.

Our messaging platform, based on innovation, reliability and security, was represented by a character called Susie. While the reason for her name was never overtly communicated, within Fujitsu Siemens she became the holdfast for internal communications helping fuse the newly formed company together.