Ernst & Young LLP, a provider of e-business
services in tax, assurance, corporate finance and consulting, kicked off its
“.company” advertising campaign, part of a $100 million dollar marketing
effort to support its renewed emphasis on e-business.
The new campaign, aimed at rapidly growing dot com companies as well as
established companies looking to transform into e-businesses, is an extension
of the “From Thought to Finish” branding campaign created by D’Arcy Masius
Benton & Bowles and launched earlier this year.
The new ads, also predominantly black and white, feature a trademarked
“.company” graphic icon. Initially, the focus will be on e-business themes
including speed, growth, efficiency and trust, and the firm’s strong track
record in target industries.
An underlying theme reflects E&Y’s e-business qualifications,
including knowledge, technology and experience.
“We want the broader marketplace to see what our clients already know — that
we are creative, innovative and cutting-edge in our approach to e-business,”
said Jim Speros, national director, external communications.
The campaign will include print, broadcast, cable, online and out of home
advertising.
In March 1999, Ernst & Young said that it was embedding electronic commerce
capabilities across its Consulting, Tax, and Assurance and Advisory Business
services and had assembled a new team to drive a global electronic commerce
push for the firm.