Pricewaterhouse Coopers, the international management consultancy
and accountancy giant, has appointed two advertising agencies to handle
a worldwide campaign aimed at creating a new identity and raising global
awareness of the new organisation.
The estimated dollars 60m (pounds 36m) account will be handled by
Ammirati Puris Lintas (APL) and US agency Hill Holliday Connors
Cosmopolus (HHCC) - both owned by the Interpublic Group - and is
expected to be launched early next year.
The campaign will be led by executives from both agencies. HHCC is
expected to lead the way in creating the campaign and APL in launching
it. HHCC has previous advertising experience in the sector and APL’s
network spans 80 countries.
The appointment of the two agencies followed the involvement of several
Interpublic companies which advised on external communications during
the merger of Price Waterhouse and Coopers & Lybrand, which created
Pricewaterhouse Coopers. The merger will formally be completed at the
beginning of November.
The campaign will focus primarily on creating a visual identity and new
logo for the merged firm. It will be advertised chiefly through company
recruitment ads and within industries in which the company is
The merger has created the biggest consultancy company in the world,
with 135,000 staff and 8500 partners. It will also have 150 offices
around the world.
The consultancy sector is becoming increasingly competitive. Andersen
Consulting and Deloitte & Touche have sunk millions into branding
campaigns and a dollars 100m (pounds 60m) global Ernst & Young campaign
is due to break in the late autumn.
This article was first published on Marketing