Deloitte campaign profiles its people to shift perceptions

Some might see Deloitte as just an audit firm, triggering stereotypes of number-crunching suits. And while Deloitte is a leading player in the assurance and audit segment, it has a far broader offering to clients - from tax to risk advisory, from strategy to technology, from human capital to forensics. Most importantly, these services are staffed by real people, who are passionate and multi-talented.

Now a new ad campaign showcases the diverse talent of Deloitte staff reflected in activities and interests outside of their working lives.

Featuring a range of professionals, from all levels in the firm, the campaign aims to shift perceptions and engage emotionally with the target market by showcasing some of the team. They include Thiru Pillay, a director and head of the Consulting division, who is a super biker in his spare time; Pieter du Preez, a member of the Actuarial & Insurance Solutions team, and a Paralympic athlete at London 2012; Odette Richard, in the Financial Institutions Services Team, is an international rhythmic gymnast; while Lee Swan, a manager in the Consulting area of the business, is a winner of the 2011 Polar Race.

Deloitte's musical cast comprises Navesh Ragoonanthun from the firm's Strategy practice, who plays the saxophone; Billy Joubert from its Tax division, a pianist and composer; as well as Zwelakhe Gumede, a trainee accountant who is a marimba master.

"This campaign is about the unique and passionate people we employ and how this translates into the depth and breadth of services we offer to our clients," says Stuart Tudor-Owen, Head of Brand at Deloitte.

Running in mainstream media from Wednesday, 22 August, the campaign features the range of interests and passions of some of Deloitte's unique professionals. There will be additional executions featuring more of Deloitte people following the initial launch.

"We're a genuinely diverse bunch of professionals, passionate about whatever we're doing.

"This campaign emphasises that our wide range of assurance and business consulting services is delivered by incredible people. The campaign fits clearly with our view that passionate, interesting people deliver inspired results," says Tudor-Owen.