Case Study: Genpact

Challenge

Genpact wanted to improve brand recognition in the United States as it was co-located in New York and India. Using content journalism, Novitas was tasked with positioning Genpact executives as subject matter experts, increasing awareness of Genpact’s capabilities, the expertise housed in its executives, and driving more business to the organization.

About

Genpact is a business consultancy with a market cap of $4.35 billion. It services approximately one-fourth of the Fortune Global 500 and employs over 67,000 people in 25 countries. Genpact started as a division of General Electric and served GE for 16 years before it was spun off.

Solution

Novitas worked with the Genpact team to establish an awareness benchmark, review and update core messaging, create an issue monitoring program, secure desksides, establish a news bureau that pumped out positive news about the company, secure speaking opportunities, and develop writing opportunities for subject matter experts. Novitas specifically used content journalism to drive customer engagement as well as earned media.

Results

Novitas showcased Genpact executives in key trade media, which increased potential customer engagement and positioned executives as experts in their fields, making Genpact a sought-after partner in the BPO space.

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