Consulting + accounting
At the top: a recent ad for Lee Hecht Harrison, the world’s leading talent development and transition company.
Next: "Who? The Great Behind the Great" – a cocktail table book written and produced in-house (before digital printing got serious) for Right Management, the world’s largest and most prestigious career transition firm. The situation: Right had acquired a number of consulting practices around the world, so it could offer new consulting services, e.g.: Organizational Performance, Talent Management and Leadership Development. The problem, all anyone knew about Right was Career Transition. (Out-Placement.) No one knew Right now had a new and formidable consulting capability.
The book was the centerpiece of a direct mail campaign targeting mostly senior HR people in Fortune 500 companies. The book contained stories – stories we found ourselves, and researched – of people you've probably never heard of, but who were nonetheless responsible for making others, great. (Or successful, or wealthy, or renowned, etc.) The forward in the book explains: “Mahoney, Bly, Bowerman – people whose names you don’t know – but people who helped others thought times of great change, on to times of great success. The analogy to our business, as it relates to yours, was one we couldn’t resist.”
(The takeaway: "you may not know us, but that doesn’t mean we can’t help you and your company attain great success.”)
The book was reprinted twice, the campaign was a hit, and partly responsible for Right’s first big consulting wins.
After the book, once things got rolling, we developed all new collateral, with all new original photography, and then a 4/C ad campaign. (Mostly spreads for the first few years.) The ads were going to run worldwide, so I turned to the one thing I knew everyone would interpret the same way, regardless of where they were or what language they spoke: animals. The animal campaign ran for almost 10 years and by the time we were done, we had used up all the cool animals. Seriously, we were down to muskrats, prairie dogs and monkeys – none of which reflected well on the brand.
Next, a campaign for Parente Beard’s new offices in Pittsburgh. Or, as the sub-headline so nicely summarizes: "the ongoing story of an accounting firm in love with a city.”
At the bottom, a video invite to visit Rosenberg & Parker’s booth at RIMS (which was really fun to make), a more conservative campaign for a more conservative accounting firm, Kreischer Miller, and then 3 pitch ideas for Radian that never saw the light of day. (Long story.)
Source – https://vimeo.com/169292374