Victory Validates PR Firm's Overall Strategy
BOSTON-Ernst & Young finally bought into what The Weber Group has been selling for years: the blending of technology with traditional public relations tactics.
Weber, based in Cambridge, Mass., was named public relations agency of record last week following a review of undisclosed contenders. Makovsky & Co. in New York was the incumbent.
"The Weber worldwide team demonstrated it had the breadth of industry knowledge and integrated marketing experience to help us achieve our objectives," said Ernst & Young vice chairman of marketing Stephanie Sherm.
Weber's first task is to formulate a leadership positioning program for Ernst & Young's e-commerce services.
Weber was hired in part to help promote a recasting of the professional services firm unveiled earlier this year in ads created by New York-based D'Arcy Masius Benton & Bowles.
The agency search was undertaken by Jim Speros, who arrived at Ernst & Young last year from AT&T, where he directed brand advertising.
Ernst & Young, like rival PricewaterhouseCoopers, recently broke its most extensive ad campaign to date. Print and television ads feature the slogan, "From thought to finish."
PWC recently launched a major repositioning effort through Hill, Holliday, Connors, Cosmopulos in Boston, which, like Weber, is owned by Interpublic Group of Cos. in New York. ƒ