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Ernst & Young told us that many prospects had negative views of management consultants. Our campaign (example, the ad above) told prospects we understand how you feel: “I don’t want a consulting firm that sends over a bunch of robots who all tell me how smart they are and, by implication, how dumb I am.” And “I don’t want a consultant who turns in a big, fat document and then pulls disappearing act.” Etc. The campaign opened doors for Ernst & Young.