• by Nina Lentini , February 14, 2009

Beginning Tuesday, BDO Seidman is running its first-ever national ad campaign, a three-year effort including TV, print and digital media.

The campaign uses "conversations" between executives to position the Chicago-based company as the capable, responsive professional services provider companies can turn to in working through business challenges.

The television creative puts the viewer in the position of overhearing a discussion between two executives in a real-world setting where BDO is recommended as a firm that can help businesses deal with complex business problems, a strategy that will be reinforced in the print and digital creative. The program's tagline, "People who know, know BDO," communicates a credible endorsement of the firm based on a positive experience.

"In recent years, BDO Seidman has enjoyed a period of unprecedented growth. It is our intention to build on that success, even in a down economy, by using advertising to further differentiate our brand and proactively market our core services beyond our ongoing public relations and direct marketing initiatives," said Jack Weisbaum, CEO of BDO Seidman, in a release.

The campaign will create a significant and sustained presence on morning national cable news networks, including CNN, Fox News, CNBC, MSNBC and CNN Headline News. This effort will be complemented by a consistent presence in business print--i.e., The Wall Street Journal, Financial Times, BusinessWeek, Fortune, Forbes and CFO as well as an extensive online campaign.

The program will also make tactical use of hotel and airport media to reach the target audience, which are frequent travelers.

BDO Seidman, LLP is a national professional services firm providing assurance, tax, financial advisory and consulting services to a wide range of publicly traded and privately held companies.