CHICAGO, USA — Crowe LLP, a leading public accounting, consulting, and technology firm in the USA with offices around the world, has debuted a new integrated brand platform entitled “Embrace Volatility.” The campaign, which seeks to flip the perception that volatility is something to fear to something that creates opportunity, was developed by StrawberryFrog, the world’s leader in “Movement Marketing,” in its first project for the firm.
“The world around us is constantly evolving, presenting companies and business leaders with uncertainty, new challenges, and unique opportunities every single day,” said Chris Goodman, Crowe Chief Marketing Officer.
“This is the first national campaign in our firm’s 80-year history, and we’re excited to bring it to market. We take great pride in our rich legacy of helping clients through all market cycles – up and down – because we take the time to truly understand their businesses and the journeys they are on. By doing so, Crowe is well positioned to help them successfully navigate and embrace volatility as it arises.”
Through the “Embrace Volatility” platform, Crowe invites its clients and communities to join them in embracing volatility rather than be at the mercy of it. The campaign “flips” volatility, turning challenges into opportunities. Crowe advisory, tax, audit, and consulting professionals help business leaders navigate this environment of continual change. The things that often seem like challenges — the unknown, the uncharted, the controversial — can be a catalyst for a positive transformation.
The brand campaign, headlined by an initial spot entitled “Flipping Volatility,” features television, cross-device digital video, and social media that will be hyper-targeted to key decision makers. It will also include national print, podcasts, and prominent out-of-home placements.
“We’ve worked closely with Crowe to design and launch this big brand idea that will last 10 years or longer,” said Scott Goodson, CEO and founder of StrawberryFrog. “The opening scenes of our first TV advertising spots are among the most evocative in television. For this generation of business leaders, at least, these first few moody seconds conjure up the feelings of volatility, uncertainty, complexity, and ambiguity (VUCA) – images of our time. But then, we resolve this by saying when you work with Crowe, you are not at the mercy of this volatility. Instead, it should be embraced as an opportunity.”
Client: Crowe LLP