
PwC has refreshed its model positioning and id for the primary time in 14 years. The launch is being rolled out globally and supported by the Nike-style marketing campaign ‘So You Can’.
On the coronary heart of the brand new positioning is the concept that PwC, which has greater than 370,000 workers worldwide, helps shoppers to “construct, maintain and speed up momentum”.
“Our new model platform is that PwC is a catalyst for momentum,” defined Antonia Wade, International Chief Advertising and marketing Officer of PwC, in a publish on LinkedIn. “Worth swimming pools are shifting and our shoppers are redefining enterprise fashions as a consequence of tech like AI and exterior forces like geopolitics and local weather. We meet them the place they’re, and work with them to encourage, speed up or maintain momentum to allow them to create and shield worth.”
The idea of ‘momentum’ offered the framework for the agency’s refreshed emblem, visible and verbal id. The emblem now has a ‘momentum mark’, which represents a visible image of the “upward and ahead trajectory” the agency brings to its shoppers and the careers of its folks.
The selection for ‘momentum’ was based mostly on an intensive market analysis course of, which concerned lots of PwC’s shoppers. “They informed us: ‘We as shoppers are those that have to drive momentum in our enterprise, however what you do is you are available in and also you allow that’,” Wade defined.
“PwC is consistently evolving how we deliver our experience to assist our shoppers create and shield worth. As know-how and different megatrends proceed to remodel the economic system, it’s important that our id supplies the proper platform for the longer term,” she continued.
The mark within the emblem is notably smaller than its earlier mark, making the model fitter for on-line use. The worldwide accounting and consulting agency has in the meantime maintained black and orange as its foremost colors.
So You Can
The rebranding is supported by the ‘So You Can’ slogan, which in response to Wade was constructed to resemble PwC’s personal model of Nike’s iconic ‘Simply Do It’ slogan. “After all, we’ll by no means be Nike, but it surely’s one thing that was easy, simple to know, and that nations all around the globe might get behind.”
“So You Can goals to place PwC as a associate that shoppers the catalytic confidence to begin, maintain or speed up progress.”
International roll out
The brand new positioning and promoting marketing campaign was developed in collaboration with UK-based advertising company FutureBrand and US-based promoting company McCann. The id has been launched this week within the US and will likely be rolled out globally beginning subsequent week – PwC has workplaces in over 100 nations.
The promoting marketing campaign will embody Out of Dwelling options together with airports and different transport hubs, world and nationwide print, and digital channels in key markets, in addition to some high-profile media partnerships. PwC has additionally developed a tv-campaign.
PwC’s final rebrand, in 2010, noticed the corporate shorten its model identify from PricewaterhouseCoopers to PwC. In 2014, the agency rebranded a subsidiary it acquired, Booz & Firm, to Technique&.