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Grant Thornton announces new brand ambassador Jessica Fox

02 May 2024 6 min read

For the first time Grant Thornton is launching an integrated marketing campaign, including outdoor and billboard advertising, with Olympic Gold Medallist and 10x Canoe Slalom World Champion, Jessica Fox as brand ambassador and the face of the creative. 

The rapidly evolving landscape of professional services has provided an opportunity for Grant Thornton to elevate its presence in the market and build on its growing reputation. Grant Thornton’s campaign is anchored on the concept of ‘reach for remarkable’ as the firm applies this theory in all aspects of its work for clients, its communities and people. Olympic Gold Medallist Jessica Fox personifies ‘reach for remarkable’ as her skilled navigation of the whitewater, adaptation to fast-changing conditions, and intelligent negotiation of challenges reflects the firm’s services and CARE values and purpose. 

“It’s exciting to have our brand in market, particularly as mid-market professional services firms are consistently showing high growth. It is time to be bold about how we communicate our firm’s strengths, including good governance backed by accountability and transparency. Our client feedback shows they are happy with our service and those that aren’t with us yet are enquiring,” said Greg Keith, CEO Grant Thornton. 

“We’re very honoured that Canoe Slalom World Champion and the greatest paddler of all time, Jessica Fox feels aligned with our firm’s CARE values and purpose as they underpin everything we do. We think Jess truly embodies what it means to ‘reach for remarkable’ and with her unique combination of grit and grace, she brings our campaign to life,” said Greg Keith, CEO Grant Thornton. 

“When you think of accounting, tax and advisory, you don't really picture sport or canoe slalom as they are quite different, but there are so many parallels between what I do and the business world. I’ve got to constantly adapt to a changing environment, strive to be the best person I can be on and off the water, and work together with my team to achieve the best results,” said Jessica Fox, Olympic Gold Medallist and Canoe Slalom World Champion. 

“It's fantastic to be joining the team at Grant Thornton. Their philosophy of ‘reach for remarkable’ is something I do every day and is what the firm strives for – a little slice of excellence that we're all chasing. For me it feels like a natural fit and quite authentic to align with a brand that shares my values and to work together with ‘remarkable’ as the goal,” continued Jessica Fox. 

Grant Thornton’s ‘reach for remarkable’ brand promise is the firm’s commitment to genuinely care for its clients, communities and each other, always striving to deliver the best experience possible through proven expertise, principled execution, and personalised experience. Grant Thornton has demonstrated this commitment through long-term horizon thinking and a preparedness to invest in policies that will improve the firm’s performance over time to develop a culture of CARE that benefits its people and clients. Two examples of this commitment include:

  • In 2016 the firm announced 26 weeks paid parental – seven years ahead of its competitors – because it believed in supporting family, women and carers through every stage of their careers. This has proven integral to attracting and retaining talent and is one of the reasons Grant Thornton has closed the gender pay gap.
  • Commencing from March 2023, the nine-day fortnight pilot was the first of its kind in large professional services firms in Australia. This policy has delivered benefits to the business including improvement in its people's mental health and well-being which has led to improved client service.
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