Hasta La Creative!

In the bad old days, large consulting firms were famous as fiefdoms, with each office and the specialty practices within those offices controlled by territorial partners. These partners defined the customer experience and the local branch culture, caring little about the master brand. Customer loyalty was to “their” local partner. Clearly, this approach was problematic, especially as the economy and the clients served became more fluid and global.

Deloitte, which employs approximately 286,000 people in 150 countries, has essentially eradicated this feudal approach. One key was to establish a shared brand purpose (“make an impact that matters”). Another was to create Deloitte University, which trains every consultant on critical skills like empathy, listening and leadership. One of the final pieces of the puzzle was a global marketing campaign, orchestrated by Global Chief Marketing Officer Diana O’Brien, who in our conversation below shares some critical insights for just about any modern marketer.

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