This campaign pointed at three global objectives. To unlock and demonstrate the power of the EY purpose; to broaden consideration of EY services beyond tax and audit; and to inspire EY people.
EY aims to build a better working world and set the ambition to become the most distinctive global professional services brand.
And this campaign took aim at competitors, based around three global objectives:
In unlocking and demonstrating the power of the EY purpose, the work needed to ensure that EY clients and prospects clearly knew what EY stood for and what makes it a different proposition.
In broadening the consideration of services, the challenge was that most EY clients and prospects engage with just one part of EY and to reach ambitious growth goals, increased consideration of services was an imperative.
In inspiring EY people the challenge was to continue attracting and retaining talent.