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People-led digital transformation: Future-proofing a legacy brand with purpose
Journal of Brand Strategy,
10
(3),
203-213
(2022)
Abstract
After deciding to invest significantly in digital upskilling, PricewaterhouseCoopers (PwC) used integrated communications strategies to achieve a digital-led brand transformation centred on employee empowerment. As a result, the firm was able to bring high-value digital products and a mindset for innovation into the market at a critical time, while positioning this legacy brand to secure its future in a new era driven by trust and technology. Here is a look at how PwC in the USA approached its digital transformation with a ‘people first’ mindset.
Keywords: digital transformation; communications strategy; trust; brand purpose; technology; digital skills
The full article is available to subscribers to the journal.
Author's Biography
J.C. Lapierre is the Chief Strategy and Communications Officer of PwC’s US Firm. In that capacity, J.C. works with the executive leadership team to develop, communicate, execute and sustain corporate strategic initiatives. J.C. has been a critical part of the firm’s efforts to streamline business operations and reduce operating costs to create investment capacity. She also helped architect the strategy to digitally transform the firm. Since its inception, J.C. has worked with Senior Partner and Chairman Tim Ryan to help lead CEO Action for Diversity & Inclusion™ — the largest CEO-driven business commitment to advance diversity and inclusion in the workplace. CEO Action now has over 1,000 signatories as part of the coalition. Over her 20-plus years career with PwC, J.C. has worked in several areas throughout the firm. She worked in the Risk Assurance practice advising global Technology and Industrial Products clients on effective risk management and business process controls systems. In addition, J.C. has worked in Human Capital and Marketing and Sales. J.C. graduated from Tufts University with a B.A. in Psychology and she received her M.B.A. at Simmons College. She sits on the board of Flying Kites, a progressive school network in Njabini, Kenya and is passionate about combining travel with education advocacy. J.C. is also an active biker of the Pan-Mass Challenge, the largest athletic fundraiser in the world dedicated to cancer research.
