Crowe launches Embrace Volatility brand platform by StrawberryFrog
Platform centers on flipping the perception of volatility - recognizing opportunities it creates rather than focusing on challenges
CHICAGO/NEW YORK (Aug. 15, 2022) – Crowe LLP, a leading public accounting, consulting and technology firm in the U.S. with offices around the world, has debuted a new integrated brand platform entitled Embrace Volatility. The campaign, which seeks to flip the perception that volatility is something to fear to something that creates opportunity, was developed by StrawberryFrog, the world’s leader in “Movement Marketing,” in its first project for the firm.
“The world around us is constantly evolving, presenting companies and business leaders with uncertainty, new challenges and unique opportunities every single day,” said Chris Goodman, chief marketing officer at Crowe. “This is the first national campaign in our firm’s 80-year history, and we’re excited to bring it to market. We take great pride in our rich legacy of helping clients through all market cycles – ups and downs – because we take the time to truly understand their businesses and the journeys they are on. By doing so, Crowe is well positioned to help them successfully navigate and embrace volatility as it arises.”
Through the Embrace Volatility platform, Crowe invites its clients and communities to join them in embracing volatility rather than be at the mercy of it. The campaign flips volatility – turning challenges into opportunities. Crowe advisory, tax, audit and consulting professionals help business leaders navigate this environment of continual change. The things that often seem like challenges – the unknown, the uncharted, the controversial – can be a catalyst for a positive transformation.
The brand campaign, which officially launches in market on Aug. 15, headlined by an initial spot entitled “Flipping Volatility,” features television, cross-device digital video and social media that will be hypertargeted to key decision-makers, influencers at Fortune 1000 companies and C-suite audiences. It will also include national print, podcast and prominent out-of-home placements.
“We've worked closely with Crowe to design and launch this big brand idea that will last 10 years or longer,” said Scott Goodson, CEO and founder of StrawberryFrog. “The opening scenes of our first TV advertising spots are among the most evocative in television. For this generation of business leaders, at least, these first few moody seconds conjure up the feelings of volatility, uncertainty, complexity and ambiguity (VUCA) – images of our time. But then, we resolve this by saying when you work with Crowe, you are not at the mercy of this volatility. Instead, it should be embraced as an opportunity.”
To see the campaign in action, please visit Embrace Volatility.
About Crowe
Crowe LLP is a public accounting, consulting and technology firm with offices around the world. Crowe uses its deep industry expertise to provide audit services to public and private entities. The firm and its subsidiaries also help clients make smart decisions that lead to lasting value with its tax, advisory and consulting services, helping businesses uncover hidden opportunities in the market – no matter what challenges the markets present. Crowe is recognized by many organizations as one of the best places to work in the U.S. As an independent member of Crowe Global, one of the largest global accounting networks in the world, Crowe serves clients worldwide. The network consists of more than 200 independent accounting and advisory services firms in more than 130 countries around the world.
About StrawberryFrog
StrawberryFrog is the creative Movement powerhouse – the world’s authority on activating Purpose to galvanize both consumers and an organization’s employees. For almost 25 years, we have used strategic and creative excellence to help clients achieve business outcomes through “Movement Thinking™” – a human-centered approach to mobilizing people inside organizations and with consumers. We work with leaders to activate brand Purpose for competitive advantage and have done so for some of the world’s most iconic companies. Visit www.strawberryfrog.com for more information.
