The Keystone Pursuit: Winning Exxon

Challenge

EY was pursuing a $200M annual revenue opportunity with ExxonMobil in a space where an incumbent Big Four competitor already had the advantage. ExxonMobil had named the problem plainly: EY’s work was credible, but it was not compelling. The materials felt dull, expected, and less memorable than the pursuit experiences they were receiving elsewhere. The assignment became less about proving EY could do the work and more about changing how EY was perceived.

Approach

I led the campaign end to end, shaping the creative strategy, building the team, managing the budget, and directing a network of illustrators, motion designers, videographers, photographers, web partners, image specialists, sound, and production support. The idea was built around the keystone, a simple metaphor for EY’s role as the piece that could bring a complex system into alignment. Every touchpoint, from targeted advertising and lead-generation content to executive gifting, environmental media, motion, presentation design, and printed collateral, was designed to make ExxonMobil feel that EY had prepared something with care, intelligence, and intent.

Outcome

The pursuit became a complete executive experience rather than a collection of sales materials. It gave EY a sharper presence, a more memorable story, and a clearer emotional reason to be chosen. The work contributed to EY winning a confidential $200M annual revenue opportunity and shifting work away from an incumbent Big Four competitor.