Deloitte wanted to leverage its expertise in operational and regulatory consulting in the wake of the regulatory overhaul bill signed into law by President Obama.
The campaign consisted of three phases that coincided with the stages of the reform process.
The first, from February to June 2009, focused on media and issue targeting and spokesperson preparation to position the company before the legislation came through Congress.
The second, from June 2009 to July 2010, aimed to set up Deloitte to provide commentary on Capitol Hill developments and the potential impact on clients.
The final phase, from July 2010 to present, positioned Deloitte to discuss the impact of the bill and how clients should be thinking about compliance expertise.
The PR team, which includes Hill & Knowlton, worked closely with Deloitte's banking practice leadership to understand its business priorities. It also worked with media metrics firm Cision to track and analyze coverage of professional services competitors in the banking space.
The analysis uncovered the value of releasing research and bylines with competitive data to a targeted group of top-tier journalists based on past stories.
"Strong, strategic thinking with good results," one judge said.
Thus far, the campaign has delivered a 20% increase in revenue in the relevant business units. Deloitte has an 86% share of voice among its competitors in key financial media. Five years ago, Deloitte was ranked third among the top nine consultancies in share of voice. Today, it's number one.
"Proactive, thoughtful, and sensitive use of media to educate audiences," said another judge.
Honorable Mention: MSLGROUP and QlikTech: Putting Stock in Experience and Promise: QlikTech and the Rebound of the Technology Initial Public Offering
QlikTech hired MSLGroup to help prepare for its upcoming IPO during the recession. Its legal counsel implemented a conservative strategy and imposed a quiet period that began more than six months before the company would list on NASDAQ. And just hours before the scheduled IPO, news headlines were dominated by BP stopping the flow of oil into the Gulf and the passing of the financial reform bill. "A quick response to changing conditions and good use of available media," one judge said.
The Award Honors work that is primarily targeted at investors/stakeholders or other financial audiences.
FD International and Dow Chemical Company: The Dow of Tomorrow Here Today: Communicating a Reshaped, Rebuilt, and Reinvigorated Organization
Fleishman-Hillard Atlanta and Aflac: Aflac Gives Shareholders a "Say on Pay"
Hill & Knowlton and Deloitte: Leadership and Expertise During the Financial Crisis
MSLGROUP and QlikTech: Putting Stock in Experience and Promise: QlikTech and the Rebound of the Technology Initial Public Offering
The Glover Park Group and Chase Freedom: Empowering Customers to Earn More, Keep More, and Get More Enjoyment from Your Rewards
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