Coca-Cola Could Take Ride on London Boris Bikes as TfL Weighs Up £5.5 Million Bids
The marketing wing of global drinks heavyweight Coca-Cola could be in line to sponsor London’s Boris Bikes, the cycling scheme named after its Mayor Boris Johnson.
Coca-Cola Enterprises is based in Uxbridge, where Johnson is expected to run as an MP in next year’s general election, and will likely play a large part in promoting the bikes which have already proven popular among visitors and Londoners alike.
UK bank Barclays is the current sponsor, a deal which is due to end in 2015, with Coca-Cola said to be among a number of well-recognised companies interested in taking on the £5.5 million sponsorship according to Sky News.
It would appear to be a move in keeping with the philosophies of Coca-Cola Enterprises, who promote the brand with continued emphasis on environmental aspects. The marketing division employs 4,000 people in the UK.
The UK’s Transport for London (TfL) is in charge of managing the Boris Bikes, and could come in for criticism if it decides to adopt Coca-Cola, also producer of Fanta and Sprite, for it could be said to send out mixed messages regarding health.
TfL is looking at bids tabled and will be announcing its decision sometime in the middle of next year.
There are more than 700 Boris Bike stations across London and during the 2012 Olympic Games a record 47,105 cycle hires were made in a single day.
New Capgemini Engineering brand fuses digital and physical
With the aim of helping the world’s largest innovators to engineers the products and services of tomorrow, Capgemini has merged its tech and software capabilities with its engineering and R&D practice, the digtial and physical to form a 52,000-strong Capgemini Engineering brand. A move that builds on its acquisition a year ago of engineering giant Altran for over $3 billion.
R&D is the new battlefield
“Today’s leading organisations understand that Engineering and R&D is fast-moving and ever-evolving,” says Aiman Ezzat, CEO, Capgemini. “As a result, an end-to-end partnership with clients is need for developing, launching, managing and modernising breakthrough products.”
Enter Capgemini Engineering. A new brand that unites a unique set of strengths from across Group, bringing together the world-class engineering and R&D capabilities of Altran with Capgemini’s own digital manufacturing expertise.
According to William Roze, CEO of Capgemini Engineering, R&D is the “battlefield” and subsdquently “must be connected and data-driven to optimise innovation and accelerate development”. In answer to this, Capgemini Engineering will offer services to address this need and to “harness the power of data to foster innovation, create new customer experiences and deliver new sources of value".
Merging the expertise of the Group
With this new endeavour, Altran’s capabilities are brought to the fore, a year on from its acquisition, perfectly complementing “the Group’s already well-established portfolio of business offerings and supporting our leadership position in intelligent industry”, says Ezzat.
In fact, just in January 2021, leading global management and strategy consulting firm Zinnov ranked Capgemini as the top of its Leadership Zone for its global Engineering, Research and Development services, pinpointing how as a Group it boasts the largest global delivery network with a presence across all major engineering hubs.
With its 52,000 engineers and scientists and a presence in all major engineering hubs worldwide, the global business line’s services cover three key domains: product and systems engineering; digital and software engineering; and industrial operations.
This is the second time Capgemini has combined various practices to form an integrated powerhouse. Capgemini Invent – a strategy and business transformation consultancy was formed in 2018 by combining Capgemini’s consulting, digital and creative units.