At a time when politicians and businesses are taking a dangerously short-term view on ‘surviving the quarter’, ICAEW wanted to introduce themselves as an organisation that looks strategically at the next 25 years.
MSL’s challenge was to change the perception of ICAEW as ‘just’ Chartered Accountants to contemporary thought leaders, by connecting them to a wider audience of decision makers and showing that they play a key role in areas beyond the silo of accountancy.
We began with the development of a new brand positioning video, based on ICAEW’s vision of ‘A World of Strong Economies’. Then, we created a serialised story campaign that focused on relevant hot topics, while showcasing the depth of ICAEW’s knowledge and expertise. This came to life through digital screens and out-of-home (OOH) advertising in major London train stations like Waterloo, Liverpool Street and Euston – where consumer footfall was heaviest.
The results of this six-week brand campaign exceeded expectations.
