Grant Thornton: How the Number Five is challenging the Big Four

Geoffrey Precourt

This event report addresses how Grant Thornton, the audit, tax and advisory firm, is using advertising to challenge the “Big Four” in this industry.

Grant Thorton, number five in the Big Four group of US tax/consulting/financial-advisory services, is a classic challenger brand.

And, simply put, that means whenever Grant Thorton's brand stewards get out of bed on any given day in any given year, they need to first consider how to counter-punch against PricewaterhouseCoopers, Deloitte Touche Tohmatsu, Ernst & Young, and KPMG before they can even consider marketing their own services.

The consultancy's first advertising effort in seven-and-a-half years does just that with a digital/print/social effort that's groomed to raise prospects' eyebrows with questions such as "Why do we put trust in the status...

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