McGladrey is kicking off a national campaign today to announce its rebranding as RSM with a TV spot that resembles a James Bond or Jason Bourne movie -- not an ad for accountants.
McGladrey, the fifth-largest accounting firm in the U.S., is part of the RSM International network of independent audit, tax and advisory firms, with global revenue of $4.4 billion. It serves middle-market companies, typically those with revenue between $50 million and $500 million.
"The branding campaign has two objectives," said Andy Bosman, CMO of the newly rebranded RSM. "We really wanted to further position McGladrey and the RSM network as a global player. The second piece is creating a differentiator around our brand promise -- the power of being understood. We wanted to create an ad for TV that is epic -- big, grandiose and visually arresting."
The centerpiece of the campaign is a 60-second TV spot called "The Gauntlet," created by LGA Advertising, Charlotte, N.C., which shows a businessman encountering a series of hurdles in a "gauntlet" -- from running on top of a moving truck to jumping off a building -- to get to his destination.
"We wanted something that would resonate with our clients, showing the big challenges and unexpected things businesses can face, and how we can help them move nimbly and quickly," Mr. Bosman said. "The big obstacles and over-the-top moves help to reinforce this message."
"The professional services industry has a lot of sameness in messaging and the look and feel of ads," he added. "We wanted to be a little different and stand out from our competitors."
The ad, which has 30-second and 15-second executions, is running on cable networks including CNBC,
The campaign also includes print ads, running in publications including The Wall Street Journal, CFO magazine and regional business journals.
It also includes digital ads, social media and out-of-home placements. The budget was undisclosed.