ABOUT
EY’s global Better Questions campaign embodied the brand’s philosophy: "The better the question, the better the answer, the better the world works." It challenged audiences to ask critical questions about the future, particularly in AI, unconscious bias, and societal change. Running across EMEIA, the Americas, and APAC, the campaign elevated EY’s digital and consulting services, engaging both employees and external audiences to drive deeper conversations and reinforce EY’s mission.

CHALLENGE
In a disruptive market, EY needed to highlight its full range of services beyond tax and assurance while positioning itself as a leader in digital transformation. The campaign had to:

• Boost brand awareness as a forward-thinking company.
• Engage 250,000+ global employees as brand ambassadors.
• Inspire dialogue within the C-suite on how better questions drive better solutions.

SOLUTION
The #BetterQuestions campaign leveraged bold, provocative questions to spark critical thinking about the future. The strategy included:

• Airport ads in key global markets to provoke reflection.
• Pan-regional media partnerships to extend the campaign’s reach.
• Interactive social media content driving user engagement.
• Experiential events, sparking discussions on AI and societal impact.
• A digital hub, Betterworkingworld.com, hosting thought leadership content and case studies.

KEY ACCOMPLISHMENTS

• Brand Growth: EY’s brand value rose 56% to $17.1B, with a 28.5% increase in 2017 alone.
• Global Recognition: EY climbed to the 16th most powerful global brand, up from 50th.
• Talent Attraction: Ranked just behind Google and Facebook in Universum’s top employers list.
• Societal Impact: The campaign supported societal change, from energy self-sufficiency to reducing industrial pollution.

The campaign strengthened EY’s global presence, drove client engagement, and positioned the firm as a leader by championing the importance of asking better questions.