Twelve Stars test for Vivendi brand

Twelve Stars has won a six-figure brief to rebrand a global business services subsidiary of Vivendi Universal, CAT/ASI, that runs professional testing programmes across a variety of disciplines.

The consultancy will create a name, identity and brand collateral for the company, which was formed from the acquisition of Assessment Systems Inc by Computer Adaptive Technologies.

Operating in 50 markets worldwide, it is a leading player in the ‘assessment and certification’ sector, according to Nicolas de Santis, Twelve Stars chief executive and vice-chairman.

‘It effectively organises and administers the testing and accreditation of professionals on behalf of the relevant agencies or associations,’ he says.

De Santis adds, ‘We’ll be creating an entirely new brand for the combined entity. It has a good way of assessing people and delivering the service, but it doesn’t know how to communicate it.

‘A company like this is definitely a science business – a branch of psychology, really, as it uses psychometric testing – but we need to convey this in a way that’s exciting and understandable.’

The project is being overseen by Twelve Stars creative director Igor Jocic and De Santis, who joined the group at the beginning of January from travel portal Opodo where he was marketing director. Prior to that De Santis was vice-president international at Landor Associates.

Twelve Stars won the work after an international pitch involving consultancies from both the UK and the US. Its fee is understood to be in excess of £100 000.