Always One Step Ahead

As Global Director of Brand & Marketing at Consulting firm Deloitte Touche Tohmatsu, he has been traveling between his native Spain, Deloitte's New York hub and many markets in between as the financial advisory giant introduces the second phase of its global "Green Dot" positioning campaign.

Using the brand platform of "Always One Step Ahead," all advertising creative cleverly incorporates a single green dot to represent images as diverse as a globe, a sun, a door knob, or a bead on an abacus. (Luis Gallardo characterizes the Deloitte "Green Dot" as a hero set against a black background.) The striking, yet simple, visuals illustrate how Deloitte is always one step ahead on issues from corporate sustainability to recruitment to opening up new opportunities.

According to Gallardo, "The campaign is almost a symbolic way of explaining the Deloitte story as the visuals transcend boundaries, cultures, and sectors while avoiding the traps of semantics or language as much as possible. The communications becomes an experience of our excellence and our brand positioning, instead of merely a description of it." The ads have already run in over 50 countries to provide DTT member firms a consistent image and presence in the marketplace.

The "Green Dot" campaign is a global, unified communications concept that Gallardo believes is helping to position Deloitte" as a category of one." A believer in building strong relationships with different stakeholders, Luis Gallardo thinks the campaign will drive the following ideals: The clarity of the campaign will distinguish Deloitte form cluttered messages in the category and underscore how the company is moving ahead.T

he questions posed in “Green Dot” offer an invitation to intelligent debate.The messages are optimistic and associated with progress—which offer a fresh and emotionally-rewarding point of view.The campaign instills confidence: Deloitte can be trusted to lead.The campaign was developed by muirhoward, London. Deloitte also worked with The Partners, London, on brand strategy. -The Internationalist Magazine