How EY turned financial services' risky reputation into an opportunity

Summary

Ernst & Young (EY) wanted to redefine its 30,000-strong financial services division to create internal engagement and inspire organisational change. Marketing agency True sought to do this through repositioning the brand and tone of voice.

The result was a rallying call to staff, ‘Minds made for financial services’, a mindset and culture shift. The challenge was to communicate this proposition to both inform and engage employees across the organisation.

The solution was an integrated, multi-channel communications campaign that used events, videos, posters, lift and mirror decals, and internal advertising with one consistent creative platform. EY’s people were put at the heart of the communications.

The campaign initially launched in the UK and captured the attention of EY staff, helping them apply meaning to what they do and aligning them to one shared set of principles.

The engagement in the campaign was so successful it’s now being rolled out across 19 different markets in EMEIA.