The global accounting consulting group PricewaterhouseCoopers (PwC) unveiled a new brand positioning and brand identity for the first time in 14 years.
According to Samil PwC on the 30th, PwC publicly disclosed its new brand positioning and brand identity on the 29th (local time). This change comes 14 years after the last brand overhaul. PwC plans to launch a large-scale advertising campaign titled ‘So You Can’ featuring its new brand identity in key airports around the world, outdoor advertising, digital media, and TV commercials over the next four months.
PwC noted that the core message of this brand change is to ‘build, maintain, and accelerate customers' growth momentum.’ To achieve this, PwC's new logo comprises the 'momentum mark,' the signature color orange, and various images representing innovation. PwC stated that these visual changes, along with the verbal characteristics of being ‘bold, collaborative, and optimistic,’ will complete the new brand identity.
The new brand and advertising campaign of PwC, produced by FutureBrand and McCann, will be revealed starting today on PwC's official website.
Antonia Wade, PwC's global chief marketing officer, said, “PwC has continuously innovated in service areas to create and maintain customer value based on expertise and technology,” adding that as megatrends such as technological innovation, climate change, and demographic shifts drive changes in the global economy, PwC will evolve into a trusted brand providing a platform for the future.
Additionally, PwC announced plans to enhance customer service based on artificial intelligence (AI) along with this brand campaign. By selecting regions and industries on the digital hub established on PwC's global website, customers can forecast industry changes over the next 10 years through four steps: ▲ growth predictions reflecting gross domestic product (GDP), gross value added, and climate risks for major countries ▲ market size forecasts for 10 years later ▲ growth scenarios reflecting the impact of AI and the pace of decarbonization ▲ and the calculation of industry-specific change weights analyzing the present value against the past.