Sarah Crawley-Boevey, Brand Republic, 11 August 2009, 10:40am

Deloitte puts branding at heart of global campaign

LONDON - Branding consultancy The Partners and integrated agency Muir Howard have created a new global ad campaign for consultancy Deloitte intended to "transcend the boundaries of language and culture".

The campaign, which will be made available to be used by local Deloitte firms in the 142 countries in which it operates, has been six months in the making.

The ads make use of bold graphics and typography and clear and striking images meaning the concept is "flexible and pragmatic enough to enable local adaptation and creation, on a fast turnaround, low cost basis", according to the agencies.

Execution and take-up on a local level are key to the campaign, which has been piloted in the UK and Australia, while Deloitte member firms will be encouraged to take on the concept to develop their own campaigns to suit local markets.

Jim Prior, managing partner at The Partners, said: "This concept … will endure over time and create stand-out and consistency for Deloitte, a complex organisation by its nature with a broad spectrum of services and audiences."

"The premise of the campaign is simplicity, enabling Deloitte to put across a strong point of view when talking about anything from business and marketplace issues, to a specific service offering, to recruiting talent."

Deloitte ad by The Partners and Muir Howard

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All Comments

Gen Kav - 12 August 2009

Deloitte is really take some awesome strides in what they're doing. I've been noticing them more and more lately and I think it's their rebranding or constant move to become more personal and local--for such a giant. www.ifrscalgary.com is something cool on the local level too. It's deloitte reaching out to business.

Stephen Byrne - 13 August 2009

Deloitte's problem is no different to the large corporate consultancies. They find it hard to communicate their point of difference because they don't have one and continue to think of their brands as something unique. Applying an isographic approach seems a little tongue in cheek coming from the Partners, it demonstrates that Deloitte's complexity requires reductivist symbols rather than a better brand language. They would do better to apply an actual strategy and support real differentiated brand communication.

Stephen Byrne

www.diffusion.com.au