BDO Seidman plans to launch the firm’s first-ever national advertising campaign, encompassing TV, print, digital media and indoor signs.

The campaign will be built around the slogan, “People who know, know BDO.” The campaign is expected to last three years and will emphasize the firm’s technical knowledge, global reach, partner involvement and responsiveness to clients.

“In recent years, BDO Seidman has enjoyed a period of unprecedented growth,” said BDO Seidman CEO Jack Weisbaum in a statement. “It is our intention to build on that success, even in a down economy, by using advertising to further differentiate our brand and proactively market our core services beyond our ongoing public relations and direct marketing initiatives.”

New York agency Seiter & Miller Advertising designed the campaign. The TV commercials will put the viewer in the position of overhearing a discussion between two executives in a real-world setting in which BDO is recommended as a firm that can help businesses deal with complex business problems. This approach will be reinforced in print and digital ads.

BDO plans to run the commercials on national cable news networks, including CNN, Fox News, CNBC, MSNBC and CNN Headline News, especially in their early morning programs. Print ads will run in The Wall Street Journal, Financial Times, Business Week, Fortune, Forbes and CFO. BDO also plans an extensive online campaign. In addition, the campaign will make use of hotel and airport ads to reach frequent travelers.

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