The print and digital media campaign was created by Ogilvy Worldwide out of London and has already been introduced throughout North America, South America, Europe and Asia Pacific earlier in the year.

“It is difficult to differentiate the major accountancy firms from one another, so we were determined to find out what sets us apart,” explains Pamela Grayman, national marketing principal for Grant Thornton South Africa and member of Grant Thornton International’s Marketing Advisory Committee.

“It is a compelling human truth that we all make decisions for both rational and emotional reasons, and it is at this intersection of reason and knowledge that we are able to add the most value to our clients.”

The ‘Reason and Instinct’ campaign, together with the tagline, ‘An instinct for growth’, is how Grant Thornton recognises the legitimate role for both factors in helping clients make better business decisions.

Grant Thornton defines reason as knowledge, rigour and technical capability, where instinct encompasses experience, intuition and confidence.

“Our ‘instinct for growth’ campaign touches everything that we do. Our aim is to mobilise our brand so that what you see is what you get,” says Grayman.

“Helping clients to unlock their potential for growth touches our whole business – from the services we provide, to the way we deliver them, the people we hire and how we talk about Grant Thornton.”

Grant Thornton operates globally in over 100 countries offering its assurance and advisory services to dynamic organisations (listed companies, privately held businesses) and the public sector.

Welcome to our first ever digital-only issue of the Bottomline. Research amongst our Bottomline readers tells us that you prefer more electronic communication from us.

We’re delighted about this because digital communication is no longer the way of the future, it is today’s reality.

Of course, I can’t help feeling a little nostalgic writing this note. When we produced our very first edition of Bottomline back in 1986 it was a completely different process that required the use of specialist designers, a professional reproduction house and us standing at the printers to ensure that the first issues to come off the press where the correct colour, neatly cut and then properly bound.

Digitisation is our ‘new normal’ as we embrace change and growth on different levels. And it’s not coincidental that ‘an instinct for growth’ is the them or this issue.

Surviving and thriving in the new normal economy necessitates that we embrace both reason and instinct – or put differently, technical excellence and commercialism.

Grant Thornton is uniquely positioned to apply both these qualities to help our clients unlock their potential for growth.

Our brand promise
Helping our clients unlock their potential for growth is our new brand promise internationally. This aligns with our unique capabilities to serve dynamic organisations; fast-growing public and privately held businesses that are the engine of our economy.

As Ed Nusbaum, CEO of Grant Thornton International says: “Unlocking potential for growth will touch our whole business – from the services we provide and the way we deliver them to the people we hire and how we talk about Grant Thornton.”

In this edition of Bottomline, our leaders sketch their perceptions of our new brand promise, an instinct for growth. It’s about a new way of doing things and how this will impact on businesses both globally and locally and the relevance it has on your – our clients.

Share it
The content is current and pertinent so if you find it valuable, please share it. We’re only too happy for it to live on in the digital world of social media.

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Download
The Bottomline Winter 2012 edition (2Mb PDF).