Contact: Vessa Playfair
Deloitte
Director of Communications
+61 2 9322 7576

Contact: David Redhill
Deloitte
Partner, Marketing
(02) 9322 7891

Deloitte’s enthusiastic support for the World Cup has started a conversation across the globe and kick started its new "Chief Executive Hero" advertising and marketing campaign.

The campaign, which features eight separate print advertisements, is running in national newspapers and business magazines, as well as on airport billboards for the next 12 months.

"Over 3000 people from around the world registered to play the Deloitte Fantasy World Cup, an online game where people can create their own virtual soccer team," Chief Marketing Officer, David Redhill.

"We continue to get letters from abroad, most lately from Brazil and Uruguay, congratulating us on our Fantasy Cup initiative.

"Staff and partners have organised breakfasts, lunches for clients throughout the tournament, with over 70 executives attending the live broadcast of Australia vs Croatia football match at 5am tomorrow.

"The Fantasy World Cup is a staff initiative which evolved from the "CXO Hero" internal and external multi-media campaign," he said.

"The CXO Hero campaign, is an ongoing conversation which focuses specifically on the issues eight key decision makers in business face daily as their roles become increasingly complex.

"It is provocative and aims to get people thinking and talking internally at Deloitte and outside about these topical issues and at times contradictory daily dilemmas.

"This is an integrated internal and external multimedia conversation which builds upon the issues raised in Deloitte’s 5 Ways advertising campaign from 2005, with a sharpened focus on the challenges faced by C-suite executives.

"Today business success is measured in multiple dimensions, and the role of the CEO, COO, CIO, CFO, business owner, or board director is highly complex and still evolving," Redhill said.

"Compliance, governance, transactions, risk and performance are critical to success, as is the need to accelerate decision-making in a fast-paced environment The C-suite is under constant pressure to improve performance with less money and time. This campaign illustrates our understanding of C-suite leadership challenges, and how Deloitte can help them.

"The multi-media campaign is designed to regularly share valuable ideas and technical insights. We are highlighting our insight into changing CXO roles, and empathy for their challenges," he said.

The campaign consists of digital online media (email and web), print advertising, billboards in domestic airports nationally, and thought leadership publications.

The aim is to illustrate Deloitte’s understanding of the contradictions and issues faced by CXOs, with the implicit message that a firm with the depth and global experience of Deloitte can help.