In 2024, Deloitte Chile launched a new phase aimed at expanding its leadership and moving beyond its traditional role as an auditing firm. Its goal is to position itself as a comprehensive advisor, with a strong focus on technology and transformation. In this context, and in collaboration with the Purpose team, we’ve carried out a progressive effort to define a communication strategy that highlights this new approach and strengthens the positioning of its CEO, Christian Durán.
The new positioning has involved collaborative communication efforts around key milestones such as the “Economic Development Conversation Series,” the visit of futurist Mike Bechtel, and the generative AI workshop for journalists.
In parallel, the CEO’s positioning was strengthened through narrative development and off-the-record meetings with editors to present the firm’s comprehensive approach focused on technology and transformation. Additionally, Deloitte secured a bi-monthly presence in the media through studies and seminars.
Deloitte’s new positioning was strengthened through a communication strategy focused on key milestones such as the “Economic Development Conversation Series,” the visit of futurist Mike Bechtel, and the first hands-on generative AI workshop for journalists. In parallel, we developed the CEO’s narrative and media positioning through off-the-record meetings with editors and ensured consistent media presence through Deloitte’s studies and seminars. Our comprehensive strategic advisory also included spokesperson development and media training for four partners to enhance their performance with the press.
We positioned the CEO:
