Deloitte & Touche unveiled a multimillion dollar global advertising campaign this week to promote its auditing and advisory services, but denied it was designed to steal the spotlight from the launch of PricewaterhouseCoopers.
‘It’s coincidental that it’s appearing now, but that’s how it was planned,’ said David Read, Deloittes’ global head of marketing and communications. ‘We’ve not been deflected by other firms, either those rolling out a new international identity (PwC) or repairing their credibility after a failed merger (KPMG and Ernst & Young).’
The campaign’s essential message, explained Read, was to emphasise that Deloittes was ‘the only firm that has been client-focused in the past 12 months’.
Read said the ads, which will be seen in national newspapers, billboards and airports, are closely related to the recent $15m (#9m) Deloittes Consulting campaign. They echo its question-and-answer format and reinforce its message.
The ads ask readers who they think provides accountancy services to high-profile companies and conclude, ‘The answer is Deloitte & Touche.’
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