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The Art of Kaizen

NTT DATA UK’s transformation from mundane to media favourite

From ‘who?’ to cut-through

Despite being a global brand, IT company NTT DATA lacked brand recognition in the UK and news of a London office opening wasn’t enough to create cut-through with the media. To achieve the UK awareness it wanted, NTT DATA hired Wildfire to give its Japanese heritage a uniquely British spin.

Tower Bridge to Tokyo

Turning a mundane announcement on its head, Wildfire created an exclusive ‘open house’ event to mark the new office opening, showcasing two billion dollars’ worth of NTT’s most innovative tech.

Drawing on NTT DATA’s unique heritage, the Japan-inspired ‘Art of Kaizen’ event also offered Sake tasting and NTT-branded kimonos, plus a visit from the UK’s Secretary of State for International Trade. The showcase made a serious media splash, securing attendance from national press and positioning NTT DATA as a major innovator in the UK tech scene.

Wildfire nailed it. We had the biggest and best media there on the day and the feedback from everyone, including our execs, was fantastic.

The results...


pieces of tier one coverage


media event attendees


increase in social media engagement