Background

 

In 2012, Deloitte's energy practice group in Canada approached Wolfe & Associates with a challenge:  to take to the next level a Point of View (POV) project it had launched the year before.

 

Approach

 

Drawing on our many years of public affairs consulting and knowledge of the Alberta oil & gas industry, W&A conducted a thorough environmental scan and drew on extensive interviews and other Deloitte resources to produce a deep, and at points controversial, thoughtware document that emphasized above all that industry significantly upgrade its overall communication efforts – advice proven prescient, given the global ramp up of anti-oilsands rhetoric in the following years. 

 

Results

 

In addition to drawing media attention, Gaining Ground in the Sands 2012 set a new standard for Deloitte's POV documents in this practice area and paved the way for internal editorial leaders to take the project even further in subsequent editions.