When PwC acquired Booz & Company they created Strategy&. This would be a new kind of consulting business within the PwC network, and the world’s largest professional services network. They wanted a campaign to launch the new business and explain what was happening to both internal and external audiences. As one of the highest-profile professional services acquisitions in recent times, announced in PwC’s first global, above-the-line campaign in over a decade, this needed to have impact. They asked us to ensure it did.