Ernst & Young LLP, a provider of e-business services in tax, assurance, corporate finance and consulting, kicked off its “.company” advertising campaign, part of a $100 million dollar marketing effort to support its renewed emphasis on e-business.
The new campaign, aimed at rapidly growing dot com companies as well as established companies looking to transform into e-businesses, is an extension of the “From Thought to Finish” branding campaign created by D’Arcy Masius Benton & Bowles and launched earlier this year.
The new ads, also predominantly black and white, feature a trademarked “.company” graphic icon. Initially, the focus will be on e-business themes including speed, growth, efficiency and trust, and the firm’s strong track record in target industries.
An underlying theme reflects E&Y’s e-business qualifications, including knowledge, technology and experience.
“We want the broader marketplace to see what our clients already know — that we are creative, innovative and cutting-edge in our approach to e-business,” said Jim Speros, national director, external communications.
The campaign will include print, broadcast, cable, online and out of home advertising.
In March 1999, Ernst & Young said that it was embedding electronic commerce capabilities across its Consulting, Tax, and Assurance and Advisory Business services and had assembled a new team to drive a global electronic commerce push for the firm.