Accounting Giant Searches for New Answers

Deloitte Touche Tohmatsu Talks to Shops about $50 Mil. Task
NEW YORK-Seeking to keep up with accounting and consulting rivals that have launched big budget campaigns recently, Deloitte Touche Tohmatsu International has contacted agencies about a global image task that sources said could be worth $50 million.
The effort would serve as an umbrella for other Deloitte advertising. Tierney & Partners in Philadelphia crafts ads for the New York client’s consulting arm; Keiler & Co. in Farmington, Conn., works on the U.S. accounting division and the Toronto office of Ogilvy & Mather handles the accounting business in Canada.
“It would be to augment, complement what they’re currently doing,” said John Allen, a senior partner at Lippincott & Margulies, the New York consultancy that is managing the review.
Allen, a former senior vice president and group management director at Foote, Cone & Belding, declined to elaborate on the process, which began a few weeks ago. He did say, however, that roster shops would be invited to participate.
Sources said questionnaires have been distributed and are due back this week. A decision is expected by mid-summer.
Keiler created a global print campaign for the parent unit that used the tagline, “The answer is.” Tierney’s most recent work for Deloitte & Touche Consulting employed an us-vs.-them theme.
Keiler’s effort, coupled with heightened competition in the marketplace, convinced Deloitte executives that a global image boost was needed, sources said. Recently promoted Deloitte chairman Jim Copeland and director of communications David Read are said to be steering the review.
Deloitte & Touche is the world’s fifth-largest accounting firm, behind PricewaterhouseCoopers, Andersen, Ernst & Young and KPMG.
PricewaterhouseCoopers and Ernst & Young have both recently launched campaigns via their agencies: Hill, Holliday, Connors, Cosmopulos in Boston and D’Arcy Masius Benton & Bowles in New York, respectively. ƒ