About
EY is one of the largest professional services networks in the world. After unveiling its first brand refresh in years, the firm needed to show it is much more than audit and bring its purpose to life across consulting, strategy, and technology. “Better Questions” became the first campaign under the refreshed brand and the vehicle to spotlight that breadth.

Challenge
Create campaigns that work across lines of business and geographies, prove leadership in technology and transformation, and give regional teams assets they can activate quickly across EMEIA, the Americas, and APAC. We had to move beyond generic brand ads to questions rooted in timely topics that would provoke C-suite dialogue.

Solution
We held Catalyst rapid ideation sessions over 48 hours, pulling input from stakeholders across the network, mapping pain points, and turning them into campaign-ready concepts and ad-level executions. Each concept put the question at the center and tapped trends like AI and bias, then rolled out through airport placements, pan-regional media partnerships, social, experiential moments, and a content hub at Betterworkingworld.com housing thought leadership and case stories. A modular kit of layouts and presentation templates made the platform easy to deploy worldwide.

Outcome
Brand value grew 56% to US$17.1bn, with a 28.5% lift in 2017, and EY rose to the 16th most powerful global brand. The firm also ranked just behind Google and Facebook in Universum’s top employers list. Beyond business growth, the work helped advance societal impact initiatives from energy self-sufficiency to reducing industrial pollution.