CohnReznick LLP, the 10th largest accounting, tax, and advisory firm in the U.S., has unveiled a multimillion-dollar advertising campaign with longtime spokesman Joe Torre that aims to convey the firm’s deep expertise helping clients navigate and succeed in today’s changing business landscape.
The brand-new “Game Changer” campaign features the legendary baseball manager, executive vice president of operations at Major League Baseball, and 2014 National Baseball Hall of Fame electee.
The ad series, which began Thursday, is designed to reach target market decision-makers and featuring Torre, will run in national business and key trade publications, top-market and national radio spots, integrated sponsorships, digital/mobile ads, including native content, and social media sponsored posts.
In addition, the campaign includes outdoor placements and inclusions on commuter rail lines originating in strategic markets. The campaign will also target key industry trade print and online outlets, focusing on many of CohnReznick’s practice areas, such as affordable housing, commercial real estate, private equity, renewable energy, and the specialized services of CohnReznick Advisory Group.
The campaign’s theme, “Game Changer,” reflects the importance of tapping proven performance, expertise and insight during important and complex times. The firm pointed out that its clients and prospective clients face many uncertainties in today’s business environment, but CohnReznick’s partner-led approach can help clients overcome those business challenges through measurable, results-based solutions.
The ads are intended to reinforce CohnReznick’s industry expertise and strategic advice for clients. Torre is featured in various “game changer” themes, emphasizing the need to master uncertainty in the markets that many of the firm’s clients face every day. The campaign underscores the idea that forward thinking creates results.
Torre also embodies many of the campaign’s themes, being a leader, but also a “game changer” himself. As an accomplished manager, Joe exemplifies the same characteristics that the Firm’s legacy was built on excellence, integrity, dedication, proven performance, philanthropy, and results-driven leadership. Torre aligns with the Firm’s brand proven performers, leaders, team players, and nationally recognized-experts in their field.
“The Game Changer’ campaign is a real departure from typical professional services advertisements and no other accounting firm has a spokesperson with Joe’s visibility and values,” said Chuck Ludmer, CMO, CohnReznick. “The new campaign will help us raise awareness among C-suite decision makers and influencers. We believe it is consistent with our breakthrough strategy and helps us translate our messages.”
“We hear from our clients daily about the challenges they face in their industries,” said ChnReznick CEO Tom Marino in a statement. “The playing field is constantly changing and you need the right expertise to stay ahead.”
“Through our campaign, we hope to convey our forward-thinking approach to business solutions that create real results for our current and future client base,” added co-CEO Ken Baggett.
“Just like in baseball, you have to cover all your bases in business,” said Torre. “You’ve got to stay on top of the game if you want your company to get ahead. But in today’s world, it’s hard to do that alone. You need a team that can give you the expertise and forward thinking essential to make the right calls. Remember, Individuals win games. But teams win championships.’ And CohnReznick’s team embodies that.”
The advertising campaign was created by Source Communications, an integrated marketing agency headquartered in Hackensack, NJ, with a particular strength in sports marketing strategy and activation.
The relationship with Torre extends beyond business, into charitable commitments. CohnReznick CARES, the firm’s community service “call to action” that demonstrates its commitment to Community, Advocacy, Responsibility, Education, and Service, supports Torre’s Safe At Home Foundation, which aims to end the cycle of domestic violence and save lives. The Safe At Home Foundation is one of the four national charities CohnReznick CARES supports as part of the Firm’s deep commitment to community involvement. CohnReznick not only supports Foundation-related events, but hosts its own golf tournament to raise money for the Safe At Home Foundation each year. Since CohnReznick started working with the Safe At Home Foundation, it has raised nearly $600,000 for the cause.
To view the advertising campaign, visit www.cohnreznick.com.
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