Johnston Carmichael

Johnson Carmichael are Scotland’s largest independent firm of Chartered Accountants and Business Advisers. Aside from the award-winning work they do for clients, they pride themselves on a very strong brand and zingy persona, in ads that flip the dry image of accountancy on its head.


JC were keen to take an already established and successful tone of voice developed from the ‘Where Sharp Minds Meet’ campaign, to promote a new set of tailor-made consultancy products that suit the needs of key target clients.

The challenge for me was to come up with knife-keen words and puncture-fast narratives that would make for brief and impactful ads in digital and print formats. It was no mean feat to navigate this snappy tone of voice and articulate JC’s new variety of bespoke consultancy services.


Johnston Carmichael

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