Role: Lead Designer

Overview: Launched in 2022, the Global New Equation campaign brought PwC’s strategy to life by highlighting its human-led, tech-powered approach. The initiative focused on how the combination of human expertise and advanced technology solves complex client challenges, aiming to shift market perceptions within a digital landscape. Through emotive storytelling and a bold visual identity, the campaign showcased the global network’s ability to unite people and technology.

Deliverables: The project was PwC’s largest paid media activation to date, spanning ten active channels and high-profile placements in The Guardian, Financial Times, and New Scientist. Deliverables included a large-scale out-of-home strategy across 53 digital screens, a refreshed visual architecture for global consistency, and a comprehensive social amplification programme designed to drive traffic to a dedicated campaign landing page.

Results: The campaign achieved significant scale, delivering 26 million impressions within the first two months. Initial engagement was exceptionally strong, with 3,687 visits to the landing page in the first nine days, representing a 44 per cent increase over previous benchmarks. These results successfully repositioned the brand and demonstrated the effectiveness of a multi-channel, integrated media strategy in reaching a global professional audience.

Awards: Brand building excellence in B2B, Marketing Week Awards 23’, Shortlisted