Helping define a point of difference for PA Consultancy.
PA Consulting is a 70 year old global consultancy firm that once counted Accenture as its closest competitor and rubbed shoulders with the giants of the industry. However, after a 20 year period of little marketing spend, the brand had fallen outside of most organisations’ consideration set, and the acquisition and retention of talent had become a major challenge.
Like many others in the professional service industries, PA’s issues started with their ambition - which focused more on the successful emulation of others, than on the production of their own highly differentiated brand. Because of this risk averse attitude and lack of differentiation, PA struggled to compete on anything other than value, which whilst useful in picking up public sector contracts, does not play so well when wooing the private sector.
To further complicate matters, the organisation had just restructured its offering around services and sectors, with the intention of taking them to market as individual sub-brands in the future, despite little to no brand awareness.