Enterprise IG is spending 250 000 on an ad campaign designed to be antagonistic. Next week the ad will appear in magazines such as Fortune, the Financial Times and Time, and at poster sites at Heathrow, Gatwick, Frankfurt and Schipol airports.
It has the provocative headline “Don’t waste your money on management consultancy”.
Enterprise IG new-business director Patrick Smith says the campaign’s theme is the changing “competitor set”, including management consultancies, which the group finds itself pitching against.
The advertising follows a smaller campaign last year which was “very successful”, says Smith.