EY creates global brand director role to boost perception

EY, the big four consultancy firm previously known as Ernst and Young, has drafted in WPP executive John Rudaizky to the newly created global brand and communication director role with a brief to strengthen perception of the brand globally.

WPP executive John Rudaizky joins EY to accelerate brand building efforts.

Rudaizky will be responsible for developing a “brand investment programme” aimed at raising awareness as well establishing the firm among clients as the “best professional services brand”, according to a spokeswoman. 

The spokeswoman declined to offer further details about how the programme will be executed when asked by Marketing Week. 

His appointment follows last year’s rebranding to EY and introduction of the tagline “building a better working world”. He joins the brand, marketing and communications team, which was formed in the wake of July’s rebrand with the aim of developing a unified brand strategy. 

The rebrand to EY did attract some controversy after it emerged that it shared a name with a Spanish gay magazine.  

Rudaizky joins from the marketing services company WPP where he was leading “Team GSK” a multi-discipline team servicing the FMCG and pharma giant. Previously, he led WPP’s Team Vodafone and had a stint as global business director of JWT. 

Mark Weinberger, EY Global Chairman and CEO, says of his appointment: “We have recently seen significant changes at EY with our new brand name, logo and tagline demonstrating clearly, and confidently who we are. John joining EY underscores the importance of brand to our organisation because of the unique role we play in helping to build trust and confidence in the capital markets.”

Rudaizky will report to brand, marketing and communications leader Barbara Davies.

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