EY to drive global business innovation with new campaign
The big four firm has rolled out its new global integrated marketing campaign ‘Transformations’ to further its brand expansion plans.
EY has launched ‘Transformations’, a new integrated marketing campaign which is set to be broadcast across the globe to highlight the firm’s commitment to fostering future success.
The global campaign would include 60-second and 30-second television adverts as well as digital out-of-home, online and social media adverts.
EY said the film and campaign would demonstrate how EY teams have helped businesses create new value through the transformation of functions and enterprise.
The campaign had been created with the motivation of helping business leaders, as many were facing a multitude of challenges from geopolitics, technology and environmental concerns to internal issues such as capital scarcity and talent shortages.
“Transformations demonstrates a commitment to helping businesses unlock value by transforming their enterprises, through the full spectrum of EY services, skills and ecosystem partners,” EY said.
“The campaign addresses how companies must rapidly adapt to change and will ask if your business shapes the future or if your business will be shaped by the future.”
The global campaign was launched with the release of the 60-second television advert and would run across the world’s most notable business channels such as Bloomberg, Euronews, CNBC, BBC News, CNN and Connected TV.
The digital out-of-home feature would be displayed across the globe’s busiest international business travel airports as well as the campaign features being shown across EY channels, online platforms, podcasts, on-demand videos, social media videos and banners.
EY Global chief brand and marketing officer John Rudaizky said the Transformations advert reflected the firm’s belief that ‘those who shape the future create it.’
“The Transformations campaign is part of the EY ‘Shape the Future with Confidence’ brand expansion and demonstrates how innovation helps business leaders grow their organisations, even during global challenges,” he said.
“Traditional multiyear strategies and linear transformations are becoming outdated. Success now depends on human-centric leadership, lancing optimisation and reimagination, strategic ecosystems, and collaborative full-spectrum teams solving issues together.”
The firm appointed Dutch film director Rogier Schalken and media company Ogilvy UK to produce and direct the global campaign, which would run for a full 12 months.
Ogilvy UK’s managing partner Chris Spenceley said the vision for the campaign was to seamlessly blend creativity, live-action realism and intricate CGI and visual effects.
“To tell the true transformational capability of EY, we created a device that represents their full spectrum of services as an entity of multi-coloured, multi-faceted shapes that transform everything in their wake,” he said.
“They are a positive, aspirational force that through the film inspires, supports and benefits humanity at every touch point, all to reinforce the new brand platform of ‘Shape the Future with Confidence’.”
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