DELOITTE CONSULTING BREAKS AUTHENTIC CONSULTANT CAMPAIGN
By Adnews Staff
Deloitte Consulting's global marketing program began in Canada on Friday with print ads in the National Post and The Globe and Mail. The "Authentic Consultant" campaign is intended to communicate Deloitte's commitment to its clients. A different black and white advertisement will run each week until the end of the year featuring an "attention-getting" headline and minimal copy. The campaign's initial execution displayed the headline "Deloitte Consulting is Pleased Not To Announce An IPO" and the copy "There are clients. And there are stock analysts. To work with consultants who are focused on the former rather than the latter, talk to us." The firm will also turn to its staff of 16,000 for creative assistance, holding contests to get new ideas for collateral materials and advertising copy. Television advertising is also being considered as a future component of the campaign. The ads were created by McCann-Erickson. The "Authentic Consultant" campaign initially broke in the U.S. and will expand to Asia and Europe this fall.