Consulting group EY is launching a global multi-channel offensive as it looks to highlight its support for business leaders facing geopolitical, technological or economical challenges.
The “transformations” campaign hones in on a range of issues including capital scarcity and talent shortages as well as macroeconomic and environmental themes.
It comes as media reports suggest the return of former international rival Andersen Consulting, the professional services business that was once described as one of the “big five” alongside EY, PwC, KPMG and Deloitte.
Andersen disappeared from the competitive landscape after it was split following the Enron scandal in 2001. However, articles in the Financial Times and The Wall Street Journal on Friday (10 January) state that the Andersen Consulting brand is set for a return to the global stage.
EY’s investment in strengthening its global proposition through a strong, integrated marketing campaign could is well timed, according to the organisation’s global marketing boss.
“Traditional multiyear strategies and linear transformations are becoming outdated,” said John Rudaizky, global chief brand and marketing officer at EY.
“Success now depends on human-centric leadership, balancing optimisation with reimagination, strategic ecosystems, and collaborative full-spectrum teams solving issues together.”
Rudaizky explained that the campaign will run across 12 months, including 1 minute and 30 second television ads, digital out of home and online and social assets.
“Those who shape the future create it, and in the film, transformations, (part of the EY ‘Shape the Future with Confidence’ brand expansion), we demonstrate how innovation helps business leaders grow their organizations, even during global challenges,” Rudaizky added.
The campaign will launch with a minute long commercial on global business channels including on the BBC’s commercial platform, Bloomberg, CNBC, CNN, Euronews and on Connected TV.
Ogilvy UK was commissioned to build the EY campaign.
“To tell the true transformational capability of EY, we created a device that represents their full spectrum of services as an entity of multi-coloured, multi-faceted shapes that transform everything in their wake,” said Chris Spenceley, managing partner at Ogilvy UK.
“They are a positive, aspirational force, that through the film inspires, supports and benefits humanity at every touch point, all to re-inforce the new brand platform of ‘Shape the Future with Confidence’.”
The first commercial is now available to watch on YouTube, here.