Exactly Right – For Our Clients, Employees and Communities.

Our goal was to create an advertising campaign that stood out in the crowded accounting services market. The campaign needed to deliver a compelling message that emphasized the precision and expertise required in accounting, while also captivating a diverse audience across various platforms. With unique constraints in budget and the necessity to attract attention in both traditional and digital spaces, the challenge was to craft a cohesive and impactful strategy.

We developed the “Exactly Right” campaign to communicate the importance of precision in accounting through the use of relatable, real-world examples from nature. The approach featured engaging advertising materials, such as print media, radio spots, elevator ads, and online videos, all designed to capture attention and connect with the audience. By leveraging diverse advertising mediums and focusing on creative, thoughtful imagery, we ensured the message resonated across our growing national presence.

The campaign was a resounding success, earning 1st Place in the 2013 Association for Accounting Marketing Awards for Best Advertising Campaign. This recognition reflected the innovative approach and effectiveness of “Exactly Right.” Every year since, we have continued to refresh and expand the campaign, introducing new ads and channels as our footprint grew across the U.S., making a lasting and impactful presence in the market.

This case study was produced by Jennifer Farrington in her CMO position at Mazars USA LLP. Images and tagline Copyright ©by Mazars USA LLP. Further reproduction prohibited. All rights reserved.