• by Larissa Faw , October 15, 2018

Teradata has appointed Berkley, CA-based John McNeil Studio (JMS) as brand and marketing AOR for the data intelligence company following an informal review.

Teradata's CMO Martyn Etherington approached JMS based on the brand transformation work that the shop did for systems software maker CA Technologies.  

The assignment includes brand strategy and creative across all customer touchpoints, including social, kicking off with a redesigned brand identity platform and the launch of a broad awareness campaign. Just Media handles Teradata's media duties.

The new messaging uses imagery to reference what the company calls data’s unwieldy reputation to convey how Teradata can leverage the power of analytics to provide answers—solving the toughest business challenges and improving how people live.

"We are repositioning ourselves to better reflect our new, ambitious and bold take on how we enable pervasive data intelligence at scale,” said Etherington. "We are leaning on their expertise to make a bold new statement to the market about the new Teradata."

JMS has found success leading strategic brand repositioning as well as social, digital and print campaigns for clients such as Cisco and Nest, along with consumer brands such as Charlotte Russe and Mountain Hardwear.