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Delivering a unique but complex IT management solution in the form of autonomics, IPsoft wanted to educate large enterprises and the international media about how their solutions were more than just another automation tool; how they are a more effective approach than the historical outsourcing model.

Working against a growing perception in the media in the UK and Holland that automation necessarily eliminates IT jobs, IPsoft wanted to focus upon the technology’s ability to free staff from working on repetitive, mundane tasks. Job content is elevated; human capital is invested more heavily into strategic business needs than tactical execution activities.


Arguing against popular opinion that the IT skills sector was struggling, ION carried out an all regions research project amongst senior IT managers investigating how much UK, Dutch and American human expertise was being underutilised and wasted on mundane IT operations.

Each agency pre-briefed press on the research and invited them to a roundtable, using social media to build anticipation and maintain momentum. We also worked alongside a cartoonist to create a short animated video for IPsoft’s website neatly summarising its complex proposition.


Results: The campaign was well-received by the media, who were keen to engage in an alternative conversation on a topical issue. Generating 40 global pieces of coverage across a range of top tier IT trade and business titles, IPsoft was featured in a standalone article in The Economist within a special report on outsourcing. A video interview with IPsoft’s UK MD was also featured on and the animated video generated over 700 views.

A significant output of the campaign was that it generated two standalone sales leads in the UK. As such, the content used has now been disseminated across the IPsoft sales team to drive international opportunities.