In 2015 EY needed a step change to achieve its global ambition to grow in an increasingly disruptive environment. Building a strong, distinctive brand was a critical enabler. The way the organization works provided the insight and catalyst for the campaign strategy and creative idea. Research showed that EY people aren’t ordinary “Big Four” accountancy people. They are more relentless in their pursuit of better solutions, asking probing and often unexpected questions that provide better answers.
Our strategy was very simple: to bring to life EY’s purpose by showing not just why we do what we do but how we do it. This led to the creative idea: The better the question, the better the answer, the better the world works.
We brought the idea to life in 2016 through an integrated campaign, #BetterQuestions that ran across key markets across EMEIA, Americas and APAC. It followed the C-Suite across a range of channels including airport advertising, pan-regional media partnerships, social media and experiential events. All of which drove to an interactive digital hub – betterworkingworld.com. Internally, we leveraged a range of initiatives including Better begins with you - our peer-based global award program that recognizes and celebrates EY people who have found inspiring and impactful ways to bring our purpose to life.
The campaign has galvanized EY’s people, driven consideration and grown brand value by 56% to US$17.1bn. We’re now the 16th most powerful brand globally, the fastest growing of all our competitors.
But this goes beyond business growth. There are numerous examples of the societal impact of delivering against our purpose by asking better questions. From helping nations become energy self-sufficient, tacking industrial pollution in China, and helping charities become as productive as businesses.
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