Deloitte's £2m ad spend - with more to come
It seems Deloitte’s high-profile ‘multimedia national advertising campaign’ of last year cost the firm a cool £2m. And in the eyes of the firm’s marketing director Nigel Pyke it was money well spent.
‘External reaction has been positive; those that had seen the advertising were 22% more likely to consider using Deloitte services in the future than those who had not,’ he writes in this month’s Professional Marketing magazine.
Pyke also identifies another success that has resulted from the campaign, which saw the firm take over the entire advertising space around the IMAX cinema neat Waterloo station in London.
‘Internally, the campaign has created a great buzz amongst our people receiving positive feedback and a thirst for more, with 86% saying they would like to see Deloitte invest in further advertising,’ he says.
So expect to see more advertising this year – on taxis and in the national press.
And even a multinational behemoth like Deloitte is not immune to the charms of Google. It will, says Pyke, also be using the search firm’s advertising arm to further its charms.
These campaigns could also make use of the winners of an internal competition to write the headlines for the next round of branding. Apparently 2,403 votes were registered in just five days in an internal poll.
Suggestions as to what Deloitte’s new slogan might be are, of course, welcome. Feel free too to suggest how other firms might choose to market themselves.
Just keep them respectable, please.
OK, fairly respectable.
"We can keep a secret"
New strap line
Deloittes, Liechtenstein
Posted by Richard Murphy | March 18, 2008 2:43 PM