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Deloitte: This Time It's Personal

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Keiler Tries the Human Touch in $15 Mil. Multimedia Campaign
BOSTON--Profiles of "Great People" working for Deloitte & Touche mark the latest phase of Keiler & Co.'s $15 million national advertising campaign for the accounting and management consulting firm.
A series of 30-second TV commercials and print executions tagged, "The answer is the people of Deloitte & Touche," have begun appearing nationwide.
The effort is an extension of Keiler's "The answer is" campaign, which the shop fashioned for Deloitte three years ago.
New ads attempt to humanize the Deloitte corporate entity, presenting testimonies about some of the accounting firm's professionals delivered by clients from companies such as Bridgestone/Firestone, Columbia Sportswear and Navistar.
"One big issue in professional services ads is that the companies become nameless and faceless," said Lynn Taylor, who oversees the Deloitte account at Keiler, Farmington, Conn. "We're trying to make Deloitte & Touche have some character--that elusive differentiation that everyone's trying to find," she said.
From the client's perspective, the campaign "shows the esteem in which our clients hold us [because] they agreed to do this with us," said Rita Black, director of advertising for Deloitte.
The approach goes beyond simply stressing customer service or "the personal touch," Black said. "You're hiring brain power, people who are smart and knowledgeable about a client's industry, who are going the extra mile."
Rather than focus on size and numbers, the campaign attempts to explain how working with the right people can enhance a company's bottom line, she said.
Keiler's new TV ads are airing on news and business programs on CNN, CNNfn, CNBC and elsewhere. Print executions are appearing in The Wall Street Journal, Fortune, BusinessWeek and CFO. Airport dioramas, a key element of past Keiler efforts for the client, are also in the mix.
Keiler has worked for Deloitte's Wilton, Conn., tax and audit division for nearly a decade, and last year it was invited to compete for the $50 million account of Deloitte Touche Tohmatsu International [Adweek, May 24, 1999]. That process is believed to have been placed on indefinite hold. Black referred comment to Deloitte officials in New York, who did not return calls. K