Deloittes splashes #9m on ads
Deloitte Touche Tohmatsu is to invest #9m in a series of adverts knocking the competition to help establish Deloitte Consulting as a global brand.
Adverts scheduled to run in US papers this week name leading rivals Andersen Consulting and McKinsey and contrast their services to Deloittes’ approach.
One ad runs: ‘Andersen Consulting: Distracted by in-fighting. Deloitte Consulting: Focused on our clients.’
Another borrows a line from McKinsey, ‘Only senior managers have the power to make change happen.’ In reply, it says, ‘Deloitte Consulting: Only employees have the power to make change endure.’
The campaign is divided into two strands. The first, which includes the two ‘naming names’ samples above, will not be published in Europe. Instead, Europeans will be treated to a second set of ads, known as ‘Them and Us’, which differentiates Deloittes from unnamed rivals. For example: ‘Them. Arrogance underscores results. Us. Arrogance undermines results.’
‘It’s a global campaign designed to raise the brand awareness of Deloitte Consulting among potential clients,’ said David Mandell, head of communications for Deloitte Consulting. ‘It has been checked culturally, based on what’s accepted in different regions.’
The negative campaign, devised by Keith Ferazzi, chief marketing officer for Deloitte Consulting, follows the tone of adverts first published last year responding to merger announcements from KPMG/Ernst & Young and Coopers & Lybrand/Price Waterhouse.
The numbers you crunch tell a story. Your expertis...
26yEmbracing user-friendly AP systems can turn the tide, streamlining workflows, enhancing compliance, and opening doors to early payment discounts. Read...
View articleOrganisations can enhance their financial operations' efficiency, accuracy, and responsiveness by adopting platforms that offer them self-service cust...
View articleIn a world of instant results and automated workloads, the potential for AP to drive insights and transform results is enormous. But, if you’re still ...
View resourceDiscover how AP dashboards can transform your business by enhancing efficiency and accuracy in tracking key metrics, as revealed by the latest insight...
View articleGlobal spend on accountancy outsourcing up by 40% in the space of five years. News comes as accountancy outsourcing specialist AdvanceTrack reports en...
View articleFollowing a profitability review, Deloitte has decided to scale back its UK deals business due to lower returns. This strategic shift could lead to jo...
View articleUK-based Dow Schofield Watts (DSW), a mid-market professional services network, announced the creation of a new division called DSW Principal Partners...
View articleEY has been undergoing significant cost-cutting measures and streamlining its operations since the abandonment of Project Everest. The firm has made t...
View articleTransitioning from an accounting firm to a consultancy model is only one part of the puzzle. The next, equally vital piece is making the market aware ...
View articleThis framework, while providing a top-line view, underscores the importance of strategic vision, operational excellence, and the spirit of continuous ...
View articleLooking ahead, the Big 4 firms face a challenging year, with ongoing cost-of-living concerns, slow economic growth, rising geopolitical tensions, and ...
View articleLast month it was reported that Deloitte would be cutting approximately 1,200 jobs in the United States, making it the latest of the Big Four accounti...
View article