Deloitte was typically seen first and foremost as an accountancy firm –only 20% of those surveyed understood Deloitte’s ‘fit’ for the London 2012 Olympics. Deloitte knew they needed to fully leverage their contributions to the Games to not only gain the recognition they deserved, but more importantly, to drive reappraisal of the services they offered. The strategy was to position Deloitte as ‘The Business Behind The Games’ - bringing this to life by telling a series of stories that married the rational and rigorous world of professional services with the emotional rollercoaster of the Games.

2. THE BUSINESS BEHIND THE GAMES

19. WE DELIVER SUCH A HUGE
CHURCH OF SERVICES…IF
YOU’RE AN AUDITING CLIENT OF
THE FIRM, THIS CAMPAIGN HELPS
SHOW THERE’S SO MUCH MORE
TO WHAT DELOITTE OFFERS
Sally Ormiston,
Director Programme Management