• by Tanya Gazdik , April 26, 2014

Legendary Major League Baseball manager Joe Torre stars in a campaign for accounting firm CohnReznick LLP.

The multimillion-dollar advertising campaign, themed “Game Changer,” was designed to convey the firm’s expertise helping clients navigate and succeed in today’s changing business landscape. It was created by Hackensack, N.J.-based Source Communications.

The ads, designed to reach target market decision-makers, will run in national business and key trade publications, top-market and national radio spots, integrated sponsorships, digital/mobile ads, including native content, and social media sponsored posts.

In addition, the effort includes outdoor placements and inclusions on commuter rail lines originating in strategic markets. The campaign will also target key industry trade print and online outlets, focusing on the firm’s practice areas, such as affordable housing, commercial real estate, private equity and renewable energy.

The theme, “Game Changer,” reflects the importance of tapping proven performance, expertise, and insight during important and complex times. The ads reinforce the firm’s strong and relevant industry expertise and its strategic, transformative, and forward-thinking advice for clients.

“The campaign is a real departure from typical professional services advertisements and no other accounting firm has a spokesperson with Joe’s visibility and values,” says Chuck Ludmer, chief marketing officer, CohnReznick, in a release. “The new campaign will help us raise awareness among C-suite decision makers and influencers. We believe it is consistent with our breakthrough strategy and helps us translate our messages.”  

Torre is featured with eye-catching “game changer” themes, underlining the need to master the uncertainty in the market that many of the firm’s clients face every day. The language in the campaign underscores the company’s core belief and attribute -- that forward thinking creates results.

The relationship with Torre extends beyond business, into charitable commitments. CohnReznick CARES, the Firm’s community service initiative, supports Torre’s Safe At Home Foundation, which aims to end the cycle of domestic violence and save lives.

The Safe At Home Foundation is one of the four national charities CohnReznick CARES supports. CohnReznick not only supports foundation-related events, but hosts its own golf tournament to raise money for the organization each year. Since CohnReznick started working with the Safe At Home Foundation, it has raised nearly $600,000 for the cause.