The brief: Corpcom was appointed by Deloitte in 1996, soon after the relaxation of advertising restrictions on professional services firms. The agency brief was to position the firm as a market leader and present it as a full-service, professional services firm delivering solutions in audit, tax, risk, financial advisory and consulting. This included profiling the firm nationally as well as in targeted regions such as Namibia.
The approach: The agency worked with the Deloitte team to leverage the full power of the media. In order to drive maximum value out of the programme, an education process was conducted with key spokespeople who had no prior experience of working with the press. Our team engaged with them to inform them on the importance of developing issues-based editorial and of being accessible to media. Our goal was to arm spokespeople with insight into the media environment to support them in becoming pre-eminent market analysts. In addition, the agency worked with Deloitte to host a series of in-depth technical educational sessions for journalists. The aim was to present Deloitte as a knowledge leader and the expert on relevant issues. Our team partnered with spokespeople to monitor issues and develop content for journalists covering vertical sectors; to present research in a user-friendly manner; and to ensure Deloitte was first to market on regulatory and legislative issues.
The result: Corpcom was the partner of choice to Deloitte for 15 years. Our strategy – to position Deloitte as the leading professional services firm – proved successful, with Deloitte enjoying a leading share of voice as determined by independent analysis from the early days until May 2011. In addition, agency counsel supported Deloitte leadership to mitigate the reputational risk associated with crises including Leisurenet and Landbank. Corpcom also supported Deloitte to take and own a market leadership position in specific areas, namely the annual national budget, the corporate governance arena with the Corporate Governance Awards running for eight years and in Human Capital with Deloitte Best Company to Work For.
"Corpcom formed an integral part of the Deloitte team for 15 years and proved to be extremely proactive in helping us to manage the reputation of our firm." ~ Grant Gelink, CEO, Deloitte
