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.


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