Is the new DT Consulting Ad too Showy?

A Deloitte Consulting full-page ad in The Wall Street Journal is doing its job by making people talk ... perhaps though, not so favorably, according to analysts who interpret advertising and marketing.

The ad describes the firm's ability to take consulting to a new level within the eBusiness continuum. While this sounds like a solid pitch, marketing gurus think differently, including Alden Cushman, vp at Kennedy Information Research Group, who described the ad as having an 'I told you so' tone.

Still, Deloitte Consulting feels it is on the right track, and already has received more than 400 responses to the ad which focuses on recruiting. Why is the ad such a problem? The firm has not been known for successfully telling others about its accomplishments, and in a time when many Web-related businesses are on the decline, here comes a consulting practice 'boasting' about its winners.

Considering the fact that the firm has a goal of being the number one eBusiness consultancy in the world, many are hard-pressed to find anything truly wrong with the company's strategy.

You may like these other stories...

I recently talked with Doug Sleeter about the current state of the small business consulting profession. We talked about how consultants have great opportunities for competitive differentiation by taking full responsibility...
By Shawn Moriarity, Senior Consultant, SageworksRemember dating in high school? You know that guy or girl who you liked but were pretty sure didn't feel the same way about you? It's likely that you doubtless spent...
By Shawn MoriarityYour car's fuel gauge reads empty and you need to find a gas station. Despite BP's new ad campaign or the magazine article you recently read about ExxonMobil's efforts to "go green,"...

Already a member? log in here.

Upcoming CPE Webinars

Aug 26
This webcast will include discussions of recently issued, commonly-applicable Accounting Standards Updates for non-public, non-governmental entities.
Aug 28
Excel spreadsheets are often akin to the American Wild West, where users can input anything they want into any worksheet cell. Excel's Data Validation feature allows you to restrict user inputs to selected choices, but there are many nuances to the feature that often trip users up.
Sep 9
In this session we'll discuss the types of technologies and their uses in a small accounting firm office.
Sep 11
This webcast will include discussions of commonly-applicable Clarified Auditing Standards for audits of non-public, non-governmental entities.