Strategic positioning helps secure £140m bid for Atos UK

We’re pleased to announce that we helped to secure a £140m bid for Atos UK, through strategic positioning and communication – as well as customer-focused creative.

Atos engaged Marketing Team Direct to create and shape engagement strategy, positioning and communications platforms around its bid for the Shared Services Alliance (SSA), part of the Nuclear Decommissioning Authority. The SSA needed to unify its complex and siloed IT estate to ensure safety, and to become more efficient, more agile and cost-effective.

MTD worked closely with Atos to determine the core bid positioning and platform. To set Atos apart from its competitors, we helped to place the focus not solely on technology but on people, culture and nuclear experience. This revealed a close alignment between Atos and the SSA’s requirements, values and ways of working.

The impact of the positioning – ‘You Expect Flawless IT. It’s everything else that makes us different’ was immediate and fruitful. The SSA responded to the message’s simplicity and relevance; as a result, the two businesses quickly forged a strong relationship and worked together closely across all future elements of the bid.

‘You expect flawless IT. It’s everything else that makes us different’ became the touchpoint and rallying cry that helped align every communication and approach.

Aided by our work, Atos won a highly competitive bid process, for a long-term contract valued in excess of £140m.

What we brought to the table

• Strategic platform – including positioning, core proposition, messaging hierarchy
• Creative platform – including bid brand, image library, brand guidelines
• Suite of bespoke marketing materials including:
  • Binders
  • Presentation templates
  • 400 complex business/technology diagrams and infographics
  • ‘Meet the Team’ biography booklet
  • Case studies
  • Executive Summary
  • 1000+ page final bid documentation