In a professional services industry where the Big Four all provide competing services, it is EY’s people and their dedication to building a better financial services industry that stands them apart.
Tell the brand story of EY’s financial services division and create a global messaging platform that will communicate their difference.
To achieve stand out, BBN UK redefined the EY Financial Services brand positioning, messaging and tone of voice to increase brand engagement, awareness and growth. ‘Minds made for Financial Services’ was created. A brand proposition and creative platform that put EY’s diverse and talented people at the heart of their communications, showing the diverse thinking and expertise that every individual brings to their clients’ business challenges. ‘Minds made for FS’ became a mindset and culture that permeated the entire organisation, helping to give clients trust in EY, and EY their difference. Internally, aligning them with a shared set of principles and one consistent voice.
Brand Affinity Uplift