grant thornton international brand advertising

The brief was to create an international brand advertising campaign that would bring Grant Thornton's brand differentiation to life and create coherence wherever the Grant Thornton brand was encountered. Client research identified some key brand differentiators, Personalised partner attention and being 'forthright and likeable people' were seen as being brand truths in contrast with the other big 4 accountancy firms.

The insight was based on the fact that really big decisions in business take time to consider, they are usually finely balanced 51% one way and 49% the other. Our strategy was to create a theme that launched the international brand idea in all markets. The 'Big Decisions' international campaign had to also support the brand at a national level and the campaign had to be versatile enough to support service level line campaigns and business development.

The international campaign has run in outdoor, press and digital media across more than 32 markets. The response to the campaign has been unprecedented. Offices that have previously acted in a unilateral and local manner have supported the campaign beyond expectations. The external market has reacted very positively. Early brand tracking study reports are extremely optimistic and member firms are increasingly being considered for bigger ticket accountancy work that would have been limited to the Big 4.