What was the scope of their involvement?
They developed a proprietary model for understanding and identifying key brand touchpoints within our organization, in terms of where the brand intersects with employees and clients. Starfish developed a strategy for us to map out these brand identity spots or touchpoints. We were able to classify them and figure out a strategy behind each one so that the impact would be meaningful for our employees.
Together with Starfish, we developed a communication strategy that included design elements, messaging, visual expression and videos, etc. for the 10th-anniversary celebration of our merger. On another occasion, we created a campaign around PwC's rebranding efforts. It included creating physical installations in over 80 U.S. offices to allow our people to interact and learn about all the elements of the brand. Both of these efforts created a unique brand experience for our people making them feel pride in the firm.
Starfish helped us to develop a full recruiting campaign for college campuses, from the creative, to the messaging, to the strategy, to the full installation and the research behind it. This helped candidates associate a sense of purpose, opportunity and satisfaction with the type of work they could be doing for us.
Finally, they helped us make sure that the content on our website reflected our new language and positioning, as well as updating our sales tools and collateral material. In some cases, our collateral material needed customization (a unique look and feel) in order to differentiate it from the competition and to set it apart from other existing service offerings. Starfish accomplished this many times using their knowledge of our brand and visual guidelines. Many of these assignments were to help support a new service offering we were launching or to refresh an existing service offering for relaunch.
What is the team composition?
I've worked with a number of people from their team, including Grant (Management Supervisor, Starfish). I typically worked with David (CEO, Starfish) at a more senior level, but my direct reports worked closely with many of the Starfish management and staff and always found them very responsive and professional.
How did you come to work with Starfish?
I’ve been working with Starfish for 15 years. I started the collaboration when I was the advisory marketing leader, then the U.S. brand leader, and, lastly, the U.S. signature services leader.
How much have you invested with them?
Across 15 years, we’ve spent $8–$12 million with them.