Ernst & Young

Claiming the Leadership Position

“Big Six” accounting firm Ernst & Young sought to create the perception that its tax consulting practice was best-in-class—and it turned to Makovsky for help. We were charged with building awareness of Ernst & Young’s superior line-up of tax specialists and its incomparable portfolio of business tax compliance and advisory resources.

How would we be evaluated? If we delivered a story in the Wall Street Journal, we’d be considered successful. So we blitzed the media on three fronts: with breaking news, industry-specific topics and important new research.

In addition to scoring citations for the firm’s executives in dozens of articles, we forged strong relationships with top-tier tax reporters that promised to pay off for years to come. What’s more, we engineered 22 articles published in the Wall Street Journal—exceeding the company’s expectations by 1,100%.