Deloitte has launched a major new brand campaign in the UK. ‘Deloitte Do’, developed by BBH, will tell the story of the firm’s impact across the wide breadth of services it provides to clients.
Mark FitzPatrick, managing partner for clients & markets at Deloitte UK, explained the rationale for the campaign: “Clients that know us have great loyalty, but those that don’t work with us are less aware of what we stand for – they don’t consider us for work as frequently because they don’t have a clear perception of what working with Deloitte would be like.
“Our campaign has a simple objective: to answer the question, Why Deloitte? We are doing this by amplifying the characteristics our clients say set us apart. They see Deloitte as the firm that delivers, makes an impact and takes action. Put simply, it’s what we do that makes the difference. This campaign will help us to create a distinctive and consistent market position.”
The campaign is based on a range of stories that show the firm’s range of services, such as working with blockchain technology, carrying out simulated cyber-attacks to protect a bank from cybercrime, a pan European restructuring project, and automation of tax compliance. It will include out of home advertising in Heathrow Airport, Canary Wharf and Edinburgh, along with digital and print advertising in national newspapers and magazines, including across Deloitte’s website and social media channels. The advertising focuses on the word ‘Do’, showcasing what Deloitte does to make a positive impact on its clients’ businesses.
Adam Arnold, Managing Director of BBH London, said: "Our brief from Deloitte was to help them stand out in the sea of corporate sameness. In 'Do', we’ve done this in the simplest, most visually striking way possible. It emphasises Deloitte’s focus on delivery and action, rather than just words. It speaks to the significant impact they make to their clients' businesses and to our society."
FitzPatrick added: “We are living in a period of uncertainty for many of our clients. But through that uncertainty, businesses must plan for the future: continuing to invest, recruit, acquire and grow. ‘Deloitte Do’ positions us as the people who can help businesses take decisive action.”
Creative Agency: BBH London
Strategist: Alana King
Strategy Director: Tom Roach, Damien le Castrec
Business Lead: Kate Roberts
Account Management: Louise Bodily
Designer: Rob Wilson
Finished Artist: Nigel Pullum
Print Producer: Sally Kursa
Photographer: Aaron Tilley
Digital Producer: Richard Atkins
Assistant Producer: Ruane Cashmore
Copywriter: Mara Dettmann & Tom Cauvain
Creatives: Kimberly Gill, Laura Osborne