Modernizing A Brand & Narrative
TELUS International needed to catch the company’s perception up with progress it had made — and with customer expectations.
200+
articles
17%
↓ BPO references
55+
hits on new PR platforms
Client
TELUS International
Industry
Technology
Artificial Intelligence
Retail & CX
Insights
The company's legacy BPO positioning was no longer relevant and it was taking a hit on perceived value.
Idea
Reposition as a modern digital services provider and enter new, nationally relevant conversations to prove its transformation.
NEW MESSAGE, NEW TOPICS
We began with a master narrative and messaging exercise, giving TELUS International a fresh and compelling common language to speak about its business. We then leveraged acquisition and IPO news to get its "new economy services" story into the market and continually introduced strategic new PR platforms tied to offerings — including why DCX is such a hot issue and the real story behind content moderation — supported through survey reports and executive POV.
IMPACT
The refreshed narrative and PR program helped reposition TELUS International as a business at the forefront of CX and boost relevance with its audience. It nearly eliminated BPO references and delivered impactful coverage in Barron’s, Bloomberg, Forbes, Fortune, Reuters, CIO and more.
