Company: EY GS LLP
Company Description: EY exists to build a better working world, helping to create long-term value for clients, people and society and build trust in the capital markets. Enabled by data and technology, diverse EY teams in more than 150 countries provide trust through assurance and help clients grow, transform and operate across assurance, consulting, law, strategy, tax and transactions.
Nomination Category: Marketing Campaign Categories - Specialty
Nomination Sub Category: New Product or Service Introduction of the Year
 Nomination Title: Launch campaign of EY.ai - EY's unifying AI platform
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
The EY organization (EY) launched a global integrated marketing campaign in September 2023 – to launch EY.ai, a unifying artificial intelligence (AI) platform of people, technology and ecosystem.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 250 words used.
‘EY.ai launch campaign’ was a complex integrated, global campaign, conceived to bolster one of the biggest strategic bets for EY — to drive brand awareness, increase share of voice and client engagement for its recently launched unifying AI platform, EY.ai, connecting people, ecosystems and technology.
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At EY, we believe that humans must be at the heart of AI and so the business challenge became not only to position EY as a leader in AI, but to build confidence in AI and its potential.
To address these challenges, the key strategic messages we needed to land in the campaign were around putting humans at the centre of AI to build confidence in its potential, and how this technology can create exponential value for our clients’ organizations.
With a mandate from CEO, COO and CTO, a massive mobilization of large number of global teams and leaders was required to develop single narrative, conceptualize and execute the campaign.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 250 words used.
An integrated marketing strategy across brand, PR, social, thought leadership, web and event experience was implemented across several physical and digital channels through paid and earned outreach, supported by EY.ai value proposition and internal communications.
The launch was backed by year-long marketing program, 'The Face of the Future', spotlighting EY employees and services empowered by AI.
Over 30 global cross-functional teams were mobilized at various levels to steer, plan, approve and execute the campaign, including several external agencies - FinkDifferent, SquidInk, Ogilvy UK, Hogarth Worldwide, and BrandPie.
Creative development:
Over 200 marketers developed a content-rich AI narrative and assets (EY’s ‘better question’ ads, imagery, articles) using distinctive visual identity, including a human-centric EY.ai logo. The new EY.ai digital experience hub promoted user engagement, steering clients from awareness and consideration to purchase.
The campaign’s central asset is an ever-changing animated face comprising of images of 200+ EY people, developed with leading blockbuster movie AI-visual and voice technology, rarely seen for a professional services brand.
Outreach channels:
EY.ai launch and 'Face of the Future' ad gained extensive global media coverage and audience engagement, localized for more impact, highlighted at premier events.
Key differentiation:
With this year-long omni-channel campaign, EY combined launch of new AI offering — EY.ai platform — using this opportunity to position ‘EY’ brand strongly in the AI space, shifting perception. The campaign communicated EY’s people-centric approach to transformation, augmented by AI, to reimagine the enterprise, creating lasting value for all EY stakeholders and society.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2022. Even if your initiative started before 2022, limit your response to activities and results since the beginning of 2022 only (up to 250 words):
Total 248 words used.
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- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 250 words used.
The successful launch of EY.ai, made possible by cross-functional collaboration excellence, propelled EY’s AI capabilities into spotlight, bolstering EY's market presence leading to increased client inquiries, opportunities and engagements. Our strategic marketing approach, including mobilization of the whole firm from c-suite to practitioners behind this campaign, intensified interest and burnished reputation in EY.ai’s potential, creating robust pipeline for EY services and solutions.
Several key initiatives and offerings, including EY.ai EYQ (GenAI ecosystem), EY.ai Confidence Index, leveraging industry-leading practices for risk, governance, and data management along with AI training and online courses, were rolled out to clients and EY people on the back of campaign. [REDACTED FOR PUBLICATION]
During Face of the Future program launch week, several EY people updated social profiles with campaign assets and EY.ai image generator to customize their image, accelerating engagement, awareness and reach for the campaign.
Katie Goodwin, at LinkedIn, said about the campaign: “You should get an award for this as no one has done anything like this on the platform before.”
More About Advertising (MAA) assigned the campaign ‘8/10’ on a creative scale, saying “AI apart, it’s pretty good corporate advertising, a difficult thing to get right.”
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