Grant Thorton – Advertising

Campaign results in 2X increase in consideration

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.

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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.

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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.

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Increase in
new user landing
page visits

Increase in
brand consideration

Sales growth

*Work for this client was done by current Mower strategists and creatives when they were at a previous agency.

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