PracticeConsultingPwC gets into gear in mid-market

PwC gets into gear in mid-market

A website aimed at growing and middle market business has been launched by a firm one might least expect it from.

PricewaterhouseCoopers widely considered a multinational for multinationals, is bent on reinforcing its dedication to the middle market through its new site ‘Driving Ambition’.

One of the slogans that slides across the site as you log on, ‘You’re in the driving seat, think of us as your navigator’, is the essence of the site and the drive behind the new campaign.

Hype-free, the site is candid and informative and, more importantly, it is free. Routemaster enables users to log inquiries by selecting their market sector and business topic. The user is then either directed to information held on PwC’s global site or is able to register the inquiry via email for a more personal touch.

Central to Driving Ambition is the interactive website backed by a call centre that routes inquiries to regional offices.

Keith Anderson, senior partner at PwC’s Leicester office said that since the merger between Price Waterhouse and Coopers & Lybrand public perception of the firm has been skewed.

‘The two firms got to where they were by nurturing middle market business,’ said Anderson, who is responsible for Driving Ambition.

‘It’s about confirming externally our market position. Afterall between 35% and 65% of our business around the world is in serving local companies with ambition,’ he said.

The government’s e-envoy annual report for 2000 put the number of businesses connected to the internet at 90%. In the US the comparative figure is 93%.

With these statistics, Anderson is confident the benefits of Driving Ambition will reach the small and medium-sized market.

‘I’m staggered by amount of information they [one-person start-ups] know about their target market, and so on. We’re finding individuals much more e-literate. The younger the start-up the more au fait they are with what the internet can do.’

‘Last week the level of hits we were getting was quite encouraging. And we?ve got people calling our contacts,’ said Anderson, but he wasn’t able to offer any concrete statistics.

The campaign’s cost of around £600,000, PwC believes is worth its weight if it means the firm is able to ‘reinforce the essence of what we’re about.’And it doesn?t matter which ‘gear you’re in’ as the site offers advice for every stage a growing business faces.

‘The key point in regard to the website is that PwC is an inclusive brand. Whatever stage a business is at, whether it’s looking to expand, or just has a business plan, we can help. It’s not a one size fits all,’ says Anderson.

Links

Driving Ambition website

Related Articles

5 tips for SMEs to protect cash flow

Accounting Software 5 tips for SMEs to protect cash flow

5m Alia Shoaib, Reporter
Tyrie on Finance Bill 2017: ‘Making Tax Policy Better’

Consulting Tyrie on Finance Bill 2017: ‘Making Tax Policy Better’

11m Stephanie Wix, Writer
Managing partner Q&A - the year ahead: Richard Toone, CVR Global

Accounting Firms Managing partner Q&A - the year ahead: Richard Toone, CVR Global

12m Kevin Reed, Writer
Deloitte 'self-imposes exile' on government contracts to defuse PM row

Accounting Firms Deloitte 'self-imposes exile' on government contracts to defuse PM row

12m Kevin Reed, Writer
Managing partner Q&A - the year ahead: Julie Adams, Menzies

Accounting Firms Managing partner Q&A - the year ahead: Julie Adams, Menzies

12m Kevin Reed, Writer
Friday Afternoon Live: Deloitte's tech thing; PAC wants HMRC 'contingencies'; and Sports Direct

Business Regulation Friday Afternoon Live: Deloitte's tech thing; PAC wants HMRC 'contingencies'; and Sports Direct

1y Kevin Reed, Writer
Friday Afternoon Live: HMRC complaints rise; Deloitte scoops big audits; and corporate reporting woes

Audit Friday Afternoon Live: HMRC complaints rise; Deloitte scoops big audits; and corporate reporting woes

1y Kevin Reed, Writer
New head of equity capital markets for KPMG

Accounting Firms New head of equity capital markets for KPMG

1y Stephanie Wix, Writer