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/ / Beyond the bottom line" by Charles G. Steele, Managing Partner dOGSKL bottoi As many people associated with our firm are already aware, Deloitte Haskins & Sells has begun to advertise. Our firm's message will be appearing in such important national periodicals as the Wall Street Journal, Fortune, Forbes, Business Week, Time, Harvard Business Review and Dun's Review. We are conducting our campaign under the guidance of Needham, Harper & Steers, a respected international advertising agency. The campaign theme is "Beyond the bottom line,™" our way of serving clients that involves more than just technical competence. It also requires sound business judgment, together with an innovative application of the skills of our profession. Our move to advertising represents a sharp break with our past practice of maintaining a relatively low visibility. Accordingly it is important that we make clear why and how the decision was made. In addition, I wish to explain how the theme of our campaign relates to our firm and our people. All of us in public accounting recognize that the profession is in a period of rapid and profound change. Many of the practices to which we became accustomed over many years are being questioned. Government officials, legislators, stockholders, corporate officers and even the general public have become interested as never before in us, the services we offer and our responsibilities. The increased public attention has caused both clients and potential clients to look more closely at us. There is a growing interest among corporate board members in the nature of our work, and the services, in addition to the audit itself, that we provide. An important indicator of this heightened awareness of the client-auditor relationship is the increasing prominence of audit committees. Every year more audit committees are appointed by the boards of publicly held companies, and these committees are becoming increasingly active. They want to know more about what we are doing for the client and how we do it. Increased visibility has led inevitably to greater competition among the firms. Competition has always been there, but now it is more intense. All firms have responded to these changed conditions and have become more aggressive. Operating in an environment of open competition is now a fact of professional life. Organizations in both the private and the public sectors of the economy are less likely than before to engage an accounting firm without doing some comparative analysis. Our firm is often called on to make a proposal for service in situations in which several other firms are also asked to propose. We thrive on this competition, and it is important for us to maximize our opportunities to demonstrate our qualifications. Traditionally our firm has kept a low profile and has been somewhat conservative in projecting itself. Image-building has not been our style; we have assumed that the excellence of our professional performance speaks for itself. While we, and many of our peers within the profession, have long been aware of the excellence of our professional services, we have not done an adequate job of telling others of our capabilities. Indeed, a national opinion poll that we sponsored showed that none of the CPA firms in the survey ranks higher with its clients — those that know a firm best — than ours does. But it is important that we become better known to the business world 14
Beyond the bottom line
Steele, Charles G.
Advertising -- Accounting
Phoenix, Julius W.
Cook, J. Michael
McGregor, James L.
Pivik, Robert W.
Waide, Patrick J.
Bassinger, Frederick W.
Cruikshank, Robert J.
Kolb, Jerry W.
Deloitte, Haskins & Sells. Executive Office
Deloitte, Haskins & Sells. Minneapolis Office
Deloitte, Haskins & Sells. Chicago Office
Deloitte, Haskins & Sells. Houston Office
DH&S Reports, Vol. 16, (1979 no. 1), p. 14-15
|Source||Originally published by: Deloitte, Haskins & Sells|
|Rights||Copyright and permission to republish held by: Deloitte;|
|Format||PDF page image with corrected OCR scanned at 400 dpi|
|Collection||Deloitte Digital Collection|
|Digital Publisher||University of Mississippi Library. Accounting Collection|