Keiler Paints Deloitte ‘Portraits’

Expanding on its “Great People” campaign launched in April, Keiler & Co. last week unveiled the next phase of a $15 million national advertising effort for consulting giant Deloitte & Touche.

The goal of the campaign is to “showcase in very specific ways the offerings of industry and service lines at Deloitte & Touche,” something that is unique in the assurance and advisory, tax and management consulting services category, said Lynn Taylor, director of account services at Keiler & Co., Farmington, Conn.

“Portraits” features Deloitte & Touche employees discussing the relationships they have with their clients. Unlike past efforts, the new ads do not name clients. However, copy reflects case histories and results surrounding specific business issues, something not seen in previous work.

“Once you start to get specific, it’s very hard to attribute it to any one client,” said Taylor. “In order to tell the success story of a particular client, everyone has to admit that they had a problem to begin with.”

Initial ads feature the Wilton, Conn., client’s cap-abilities in mergers and acquisitions, e-business and man-agement services. They continue to use the tagline, “The answer is the people of Deloitte & Touche.”

Four 15-second TV spots focusing on e-business services will run on PBS stations as part of Deloitte & Touche’s ongoing national sponsorship of Wall Street Week with Louis Rukeyser. Nine print ads are appearing in business outlets such as Fast Company, Red Herring, The Industry Standard and The Wall Street Journal, and ads will ap-pear on sites such as WSJ.com, CNNfn.com and Forbes.com.

Another key part of the campaign is the use of dioramas in airports around the country, which was also part of the “Great People” campaign.

“Portraits” ads are expected to run into next year, along with “Great People.”

Creative directors Virginia Kra-mer and Wayne Waaramaa, associate creative directors Matthew Hallock and Paul Selwyn, art director Dawn Llaser and agency producer Meegan Hanrahan led the creative team working on the Deloitte & Touche account.

Keiler has worked with Deloitte’s tax and audit division since 1991, and became agency of record in 1996. Deloitte & Touche is part of professional services firm Deloitte Touche Tohmatsu.