EY
Better questions
Services Industry
Brand campaign Professional services & consulting
The Challenge
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EY needed to communicate the value of its Ecosystems services, a complex and collaborative model that went far beyond traditional consulting. Most clients still viewed EY as a problem-solving advisor rather than a connector capable of designing cross-industry partnerships. The offering itself was sophisticated and unfamiliar, and the market lacked a clear understanding of how ecosystem innovation created new value. The challenge was to raise awareness, reframe perception and inspire senior leaders to think beyond their organizations and consider the power of collaborative ecosystems.
The Big Idea
To shift perception, the campaign reframed EY’s expertise through the lens of provocative, future-focused questions that challenged how businesses think about competition, collaboration and value creation. The questions acted as conversation starters that opened people to new possibilities and aligned with EY’s signature approach to reframing complex business problems.
By asking questions like, “What if your next competitive edge came from your competitors?” the campaign positioned EY as a catalyst for breakthrough thinking. Each question pushed leaders to rethink old models and consider how ecosystems unlock shared value through co-creation, partnership and cross-industry innovation.
The Work​
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Built the creative platform around EY’s Better Questions ethos to frame ecosystems as a dynamic, possibility-driven approach to business transformation.
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Developed a library of bold questions that illustrated the power of collaboration, co-creation and cross-industry partnerships.
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Created high-impact visuals and layouts that paired each question with modern, future-focused design.
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Supported rollout across global channels including social, video, email and executive-level presentations.
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Positioned EY as a leader in ecosystem thinking by translating a complex offering into an accessible, inspiring narrative for senior decision-makers.
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