Grant Thorton – Advertising
B2B , Financial
Advertising // Branding // Research // Strategy & Planning
In the well-established and highly competitive market of audit, tax, and advisory services, Grant Thornton faced a significant challenge: persuading prospects to break away from the dominant “Big Four” firms. The industry had become a stagnant environment where clients, despite their frustrations, were reluctant to explore alternatives.
Recognizing that customers were tired of the industry’s “sea of sameness,” the team* sought to position Grant Thornton as a challenger brand. By emphasizing its unique value proposition and ability to provide personalized, innovative solutions, Grant Thornton aimed to attract clients seeking a more dynamic and responsive partner for their financial service needs.
The team created visually arresting combinations juxtaposing common pain-points against unexpected elements. TV ads featuring celebrity golfer Rickie Fowler were leveraged to build brand personality, using over-the-top industry jargon for a memorable impact. The tagline “It’s not status quo. It’s status go.” captured the brand’s disruptive positioning. Additionally, targeted landing pages were designed to attract and convert interested prospects.
Increase in
new user landing
page visits
Increase in
brand consideration
Sales growth
The campaign delivered impressive, quantifiable results across multiple metrics. A 31% increase in new users visiting campaign landing pages was achieved. Brand consideration saw a remarkable 50% increase, representing a significant 22-point jump. Most importantly, the client’s sales grew nearly 10%, reaching $1.74B.
*Work for this client was done by current Mower strategists and creatives when they were at a previous agency.
Hey! Our name is pronounced Mōw-rrr, like this thing I’m pushing.