Ernst & Young's first campaign from D'Arcy Masius Benton & Bowles comes after at least one effort by the shop failed to pass muster with E&Y partners, sources said.
Print ads, beginning this week, will be followed by an animated TV effort in April. The consulting giant will also reveal a new tagline, "From thought to finish." DMB&B won the $30-35 million account in August.
An initial print campaign was shown to more than 1,000 company partners in Singapore in late September. They "panned" the work in an informal vote, a source said. E&Y representative Jim Speros said only that the campaign was received "positively." DMB&B did not return calls.
The campaign used stylized black-and-white photographs of bobsleds, roller coasters and a child on a swing to emphasize fluidity. Its tagline: "Change your momentum."
Although Speros confirmed the client tested four campaigns and taglines, sources said the earlier line was intended to anchor the new work.
The change may have held up the campaign, which the client initially slated for a fall debut. Speros denied a delay, saying that E&Y was "really not tied to a specific date."
The new work uses graphics and spot color. One ad, reflecting E&Y's speed, shows a hummingbird with the copy: "Move fast enough and it's nectar, nectar, nectar." Another shows a bird in a cage with the outline of a cat nearby. Copy reads: "Tomorrow will you be the dinner?
Or the diner?"
Some two dozen ads will run in U.S. and international business books.