Mumbai: Advertising agency EURO RSCG Worldwide, with its lead agency EURO RSCG C&O, has been retained by management technology and outsourcing consultancy, Capgemini for a re-branding campaign.

Capgemini, formerly known as Capgemini Ernst & Young, has launched a new 60-million euro branding campaign beginning April 15, 2004, for which it had invited agency presentations last year.

The campaign reveals both a new positioning and a new identity for the firm and will continue to run until the end of the year.

According to Capgemini, the world of consultancy has undergone a fundamental change and clients have much greater expectations. Hence it has decided to cater to altered expectations. The campaign has been devised to communicate to customers the inherent changes taking place within the firm, moving towards an increasingly collaborative approach.