American Management Systems (now CGI)

Creating an Identity Based on Excellence

American Management Systems (AMS), a computer software and consulting services firm, never seemed to get the respect it deserved.

Makovsky was engaged to enhance the firm’s image by making a clear connection between AMS and excellence. We created the first-ever "Awards for Achievement in Managing Information Technology," designed to honor the executives who conceived and executed the most successful large-scale, mission critical projects using information technology. A direct mail campaign and vertical publicity drew 400 nominations. Co-sponsored by Carnegie Mellon University, a lavish awards ceremony and banquet at New York City's Waldorf Astoria Hotel attracted more media attention.

The awards program, a huge success, lived on for another 10 years, and the association between AMS and excellence was a reality.