EY Unveils New Slogan Following Failed Breakup

Snapshot: EY has launched an expanded color palette and unveiled a new tagline, “Shape the future with confidence,” alongside a vibrant advertising campaign. This brand update comes after the accounting firm’s plan to split its auditing and consulting divisions fell through last year.

Seeking to create a cohesive and energized image, EY has updated its signature yellow-and-black color scheme by adding brighter colors, signaling a modern, forward-looking approach. According to Global Chief Brand and Marketing Officer John Rudaizky, the refresh aligns with EY’s “All in” strategy aimed at fostering unity within the firm under new global leader Janet Truncale.

EY’s global consulting revenue remained flat last year, marking a shift after previous strong growth, and the firm also saw its first drop in global headcount in years. This campaign aims to revitalize EY’s image, attract new clients, and reinforce its status as an attractive workplace for top talent. The ad rollout will span multiple channels, from airports to streaming TV, targeting executives and key financial decision-makers. 

Key Quote: “Their brand has been in the media for the wrong reasons…The brand refresh is potentially a way to validate we are all together on this, and we move beyond that conversation.” Rohit Deshpande, Marketing Professor, Harvard Business School.

Full story: WSJ