THE CHALLENGE
EY is one of the most prominent professional services firms in the world. It supports businesses and leaders, aiming to help them navigate the ever-changing regulatory environments in which they operate.
Although well-recognised as a professional services firm, EY wanted to position itself as a thought leader for the c-suite. The firm had a well-established CFO engagement programme and wanted a solution that would complement this.
CRAFTING AN
EFFECTIVE SOLUTION
EY became the inaugural sponsor of the CNBC Global CFO Council.
For over 25 years, CNBC has been the number one choice for the most powerful business leaders and investors. We have built unrivalled relationships with some of the most influential CFOs on the planet. The CNBC Global CFO Council brings these people together and gauges their view on the issues affecting the business community.
The CNBC Global CFO Council spans the US, Europe and Asia. Membership is invitation-only and includes annual events, quarterly surveys of opinion and regular interviews and panel discussions live on CNBC during flagship show, Squawk Box.
ACTIVATING A DIALOGUE BETWEEN AUDIENCE AND BRAND
EY’s sponsorship of the CNBC Global CFO Council was activated in all territories: the US, Europe and Asia. EY’s support of the council was communicated with on-air sponsorship messages, where appropriate, and amplified with TV spots during commercial breaks.
In the US and Asia, EY’s sponsorship of the council was communicated around live segments on Squawk Box each quarter, delving into the results of CNBC’s latest CFO survey and interviewing CFO Council members. In Europe, this on-air activity was complemented with TV spot alignment in associated commercial breaks.
The CNBC Global CFO Council special report is the online home of the council, featuring profiles of CFO Council members, all the latest news and interviews from and for CFOs. EY had exclusive sponsorship of this section of CNBC.com (on desktop, mobile and tablet) including digital advertising units, which drove to EY’s ‘CFO: Need to know’ thought-leadership hub.
Catalyst’s Content Studio produced quarterly 30” TV commercials for EY, which aligned with its ‘CFO: Need to know’ campaign and digital advertising units.
CNBC Catalyst Events team hosted exclusive events for CFO Council members. These VIP events were held in New York, London and Singapore and extended the EY sponsorship. CFOs got the opportunity to meet and network with their peers, CNBC faces and EY representatives in rarefied locations, including the London Stock Exchange and exclusive Manhattan members’ clubs.
MEASURING SUCCESS
The scale and magnitude of challenges facing the world’s top financial executives is unprecedented in modern business history. The CNBC Global CFO Council has built a reputation as the place to find out what CFOs are really thinking as they navigate these uncharted waters.
Robert Brand, Global CFO Agenda Leader at EY said, “Our exclusive sponsorship of the CNBC Global CFO Council has helped us become the world leader in helping Chief Financial Officers grow, protect and transform their organization.”
EY’s association with the CNBC Global CFO Council has boosted EY’s reputation among CFOs:
- Since the launch of the partnership, global business leaders’ agreement with the statement ‘EY is aware of the issues and challenges facing today’s CFO’ has increased by a very impressive 99%
- Agreement with the statement ‘EY provide real insights on current environmental and economic issues’ has grown by 128%
- 40% uplift in ad recall among CNBC viewers since the start of the campaign
- Globally, average awareness of EY’s sponsorship of the CNBC Global CFO Council has grown 29%
*Source: EY dashboard Jan-Dec 2015 (CNBC Viewer Connect (all adults) TV or online recall- Global average)
40% uplift in TV ad recall among viewers