The Works reveals new logo and brand platform: ‘Be Significant’

The Works, part of Capgemini, has unveiled its new brand platform ‘Be Significant’, along with a refreshed brand identity.

The Works’ parent company RXP Group was acquired by Capgemini six months ago, with The Works reporting directly to Capgemini from 1 July this year.

The new brand platform: ‘Be Significant’

The new brand platform is one that aims to tackle meaningless in the advertising industry.

The Works founder and creative partner Damian Pincus said: “There’s a sense of meaninglessness in marketing and advertising. There is a talent crisis, with graduates turning to more progressive employers making a tangible difference. There is also a growing desire for companies and brands to leave a legacy and stand for something.”

Managing partner Kristie Thistlethwaite, who was promoted in June, added: “Every brand is a player in the attention economy and relevance is the hard-earned currency. Be Significant is the enemy of meaninglessness, creating work worthy of consumers’ attention that delivers results for our client partners, whilst helping our people be more significant in their work and personal lives. It’s a platform that gives us the opportunity to change someone’s day, change a mind, or change the world.”

The Works new logo


The Works previous logo

The Works have also launched The Significant Initiative, an agency-wide survey to understand the key issues and interests of its employees.

Pincus added: “The reaction from clients and the team has been very positive and we’ve already started to implement Be Significant across the agency’s operations. We are at the beginning and we’ll be judged by our actions, not words.”

Last week, Capgemini released research that showed that brands are struggling to master the art of data-driven, real-time marketing as the pandemic triggers another shift in customer behaviour.


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