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Building a Better Working World

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Insight

Ernst & Young’s (EY) “purpose” is to build a better working world. But how does a global professional services organisation cut through in a world of undifferentiated B2B marketing to bring its purpose to life?

The company used to be best known as an audit and accountancy business. In 2016, however, its business was much wider. It now offered a diverse range of other services, for example advisory/consulting, digital expertise across all service lines and sectors, and transactions/M&A. 

MediaCom's challenge was to bring the emotional power of EY’s purpose - building a better working world – to life in an original, captivating and unexpected way. 

It needed to help EY be seen as a global professional services organisation with a broad portfolio of services that helps C-suite professionals (CXOs).

Success would be measured in terms of:

1. Ability to target the global C-suite audience effectively and efficiently 

2. Increased awareness of EY’s purpose, Building a Better Working World

3. Engagement of the C-suite audience with the campaign

4. Increased consideration for EY’s range of services.

The agency realised that delivering on these goals required it to demonstrate the EY difference, to show that asking better questions leads to better answers for people, clients and communities.

Examples that could showcase how the breadth and depth of its services had helped solve some of the world’s toughest challenges needed to be at the heart of the message. 

Strategy

At the heart of a better world is a willingness to ask the tough questions - the ones that get to the meat of a problem or help identify new ways of thinking.

In essence, a better world requires rigorous thinking and bold ideas. MediaCom's strategy would encourage decision-makers and leaders to think about where great ideas and solutions come from.

Its core assets were video content of well-known thinkers and innovators through time and the impact that their curiosity and better questions has had on the world. 

It knew that reaching a global C-Suite audience with this content wasn’t easy. These targets lead busy lives. 

Key to breaking into their world would be demonstrating that this content would help fuel their influencer status. 

The agency identified three key “moments on receive” when CXOs would be more receptive to the content:

• First thing in the morning whilst they prepare for the day ahead; CXOs are early risers and are often hungry for news content.

• During their ‘daily commute’; for CXOs a daily commute often means flying - 81% travelling monthly and 31% travelling weekly for business. 

• ‘Lean-in’ moments; CXOs need content from reputable sources that will help fuel their influencer status. 

MediaCom's media strategy would follow them through this journey, concentrated around six prestige and trusted content sources to target them at key on-receive moments with content designed to inspire them to ask better questions.

Execution

MediaCom built its media plan around the three key on-receive moments. 

Preparing for the Day Ahead

• Being an influential, innovative news platform for the C-Suite audience, it partnered with Quartz to create a 14x ‘better questions’ bulletin series, looking at how questions shaped industries and companies. This high-quality, ‘snackable’ content was distributed through both the Quartz daily brief newsletters and the premium desktop/mobile display.

The Daily Commute

• To inspire CXOs during frequent international travel to key hubs, it used large-scale OOH executions in prestige hub airports such as London Heathrow, Frankfurt, Amsterdam Schiphol, Paris Charles de Gaulle, New York JFK and Hong Kong International, with a focus on high quality, digital, visually arresting sites. 

Leaning In

• Partnered with the Economist Group to sponsor ‘The Disrupters,’ an Economist Films editorial video series looking at how technology has disrupted different verticals and revealing the ‘better question’ that enabled disruption in each case. This was paired with EY-sponsored EIU articles around ‘Thriving through disruption’ through the lenses of Culture & Purpose, Leadership, Innovation and Customer trends.

• With LinkedIn, it created a unique global alliance across paid and owned channels that enabled highly targeted distribution of a wide array of EY ‘better questions’ content.

To drive reach at each moment the agency invested heavily in programmatic targeting of display, video, mobile, social, search and native advertising in key markets such as the USA, UK, Germany, Switzerland, France, South Africa, India and Hong Kong. 

Results

Results for this campaign remain confidential at the client's request.

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