PwC content marketing campaign explores the world’s need for balance

LinkedIn and OMG’s DRUM launch campaign for PwC to “humanise a tech-powered future”, with broadcaster and Professor of Mathematics, Hannah Fry.

Professional services firm PwC has launched a campaign to promote its global strategy, The New Equation, to business audiences.

The cornerstone of the campaign is a video series, Human-led, Tech-powered, distributed on LinkedIn. Hosted by Hannah Fry, broadcaster and Professor of Mathematics at UCL, the series looks at the need across business and society to balance human qualities such as ingenuity and creativity with technology.

An awareness campaign also launched on 23 January to support the series. It uses short edits of the videos and LinkedIn ads to drive users back to PwC’s owned channels.   

Maria Jennings, marketing and brand director at PwC UK, says: “At PwC we’ve invested in developing extensive technology capabilities, meaning we’re better positioned than ever to help our clients. Increasing awareness of those capabilities among our clients and senior business-decision maker audiences is more important than ever. 

“This series is a key component of that awareness-raising activity delivered through a media strategy that includes targeted high impact positioning across digital platforms, publishers and out-of-home. It’s something we are very proud of.” 

“Humanising a tech-powered future” 

The campaign was planned by Omnicom Media Group’s PHD UK, collaborating with DRUM, the group’s content agency.

“Working on this with LinkedIn, the world’s biggest professional network, was a key part of ensuring we reach target audiences,” commented Margherita Cinti, business director at DRUM. 

Tunji Akintokun, Head of LinkedIn Marketing Solutions, UK and Ireland at LinkedIn, added: "At LinkedIn, we have a unique view of the economy and how skills are becoming foundational to the world of work today. PwC's vision of humanising a tech-powered future is therefore a conversation that is very close to our heart. 

“At LinkedIn, we believe that a skills-first approach is the future of work, and this series will provide great insight and value to our members, and spark important conversations among a professional audience, many of whom will be at the forefront of this massive shift."

Fry is joined by academics and business leaders across five episodes: Culture and Capability, Purpose and Profitability, Risk and Resilience, Trust and Transformation and Vision and Value. The series runs until 20th April 2023.