The recognition of Thales as an international brand since its launch has been a major challenge for the business both internally and externally.Not surprisingly bearing in mind the following challenges:- The Thales brand is relatively new (launched on 6th December 2000) and competes against legendary brands like Boeing, IBM, Siemens and Lockheed Martin.The business continues to aggressively expand by buying parts of businesses from world leading names like Siemens and Alcatel, (resulting in brand recognition and integration challenges).Employees from acquired businesses feel that referring to their legacy brands when visiting customers is often easier than explaining they are from Thales. A common cry is that Thales is not known in the sector – credentials in other parts of the business are not relevant – there is no link between business sectors.Thales operates a decentralised model giving autonomy to the country in everything it does – including how it describes the business to its stakeholders!This is the task that Thales set, asking world leading agency networks around the world to pitch for the business.It came down to a pitch between Euro-RSCG and Gravity Global on October 4th 2011.Gravity won and the campaign is now running worldwide.