Challenge
Following the separation of the Russian business from Teleperformance, the challenge was to create an independent local brand without losing its accumulated reputation, standards or client trust.
Teleperformance Russia → Sonect
Localising an international brand and building a new brand platform after leaving the global system.
My role
I led the strategic work together with a strategist on my team: from market research and leadership interviews to positioning and strategic guidance for the brand book.
Strategic solution
We moved beyond the idea of an outsourced contact centre and positioned the company as an expert partner combining people, technology and business understanding. The new name had to make one thing clear: the brand had changed, but its expertise and quality had not.
Outcome
Sonect launched in summer 2026. Its public narrative builds on international experience, local understanding, technology and human expertise.
What I delivered
- 01Market research and brand diagnosis
- 02Leadership interviews
- 03B2B and employer audience segmentation
- 04Archetype, positioning and brand platform
- 05Communications strategy
- 06Strategic guidance for identity and communications
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