Lucent Technologies, a global leader in the telecommunications field, named GlobalWorks its worldwide creative agency-of-record in 2005. Our initial task was to help Lucent spread the word that they were now able to deliver on the promise of convergence.

Convergence - breaking down technological barriers and enabling communications devices to work together - is a term that's been talked up for many years. The problem was that no one was able to make good on that promise - until Lucent introduced its revolutionary IMS solution. Counteracting years of hype and empty promises within the industry, we positioned Lucent as the only company agile enough to finally take "true convergence" off the drawing board and into reality.

GlobalWorks developed the "True" campaign - a global, integrated, multimedia campaign spanning print, radio, online, and outdoor advertising. The ads gave Lucent a bold, graphic presence and a strong brand personality: confident, friendly, and approachable.

Because Lucent is such a global corporation, we developed the "True" campaign with global audiences in mind, from the very start. We created culturally appropriate, in-language communications for over 15 countries - from Brazil to China, from India to Poland.

Trade shows are an important part of how Lucent communicates with customers and prospects worldwide. In addition to advertising to support trade shows, GlobalWorks also developed and implemented an electronic tool for customer research. The tool enabled Lucent reps to conduct interviews and easily capture and analyze data on how trade show attendees responded to Lucent's brand messaging and product demos.

Our relationship with Lucent continues to grow in new directions, including not only global advertising and creative responsibilities but strategic brand consulting and extensive content development for the corporate web site.

Since launching the "True" campaign, Lucent has consolidated is position as the global leader in convergence solutions, winning more IMS contracts than anyone else in the industry and initiating dozens of ongoing trials with service providers in markets around the world.