Challenge

EY had launched a new global positioning, “Shape the future with confidence,” and needed to establish it with one of the most valuable and hardest-to-reach audiences in media: the global C-suite. This was not simply a visibility challenge. Senior leaders are highly selective in what they engage with, and brand messages only land when delivered in environments that feel credible, relevant and trusted. EY needed its new positioning to resonate with leaders not just as a campaign line, but as a belief.

Bloomberg Media identified a critical insight: influence at the C-suite level operates in a closed loop. Business leaders do not just consume Bloomberg Media’s journalism, they also contribute to it, appearing across television, radio and podcast programming to shape the day’s business agenda. Bloomberg Television reaches 250,000 C-suite leaders worldwide each month, based on Bloomberg Media’s IGI 2025 audience research, and interviews 12,000 high-profile voices annually across its global studios.

This created an opportunity to do more than run a premium media campaign. EY could be placed inside Bloomberg Media’s ecosystem in a way that reflected how influential leaders actually engage: consuming live market-moving coverage, then preparing to step into the conversation themselves. The ambition was to create a collaboration that gave EY a credible role in the moments before influence happens, helping its new positioning land with authority among the world’s most senior business leaders.

Brand:
Entered by:

Content Solution

Bloomberg Media and EY built a collaboration around one powerful idea: place EY at the center of the moment before influential leaders go live. Bloomberg Television provided the strategic backbone, giving EY access to a global C-suite audience in a trusted, market-moving environment.

The solution combined Bloomberg Media’s live platforms with a distinctive branded guest environment within Bloomberg Media’s London studio ecosystem: the EY Shapers Lounge. Used by senior leaders ahead of Bloomberg TV, radio and podcast appearances, it was a calm, premium space where guests could prepare, reset and focus before going live. It gave EY a credible presence in the moments before the market conversation began.

Importantly, the EY Shapers Lounge was not a standalone execution. It was delivered to EY as added value within a broader Bloomberg Media collaboration, giving the brand an ownable physical presence that complemented its wider cross-platform activity.

That made the collaboration feel authentic to both brands. For Bloomberg Media, the space was connected to the real rhythm of live journalism and the daily flow of influential guests moving through its studios. For EY, it became a physical expression of its positioning: helping leaders shape what comes next with confidence. Visitors spent an average of 30 minutes in the space, and Bloomberg Media could host 6-8 high-profile business leaders a day, giving EY meaningful dwell time with exactly the audience it wanted to reach.

Rather than appearing around the conversation, EY was integrated into an environment closely connected to where that conversation takes shape. This made the collaboration distinctive, memorable and difficult to replicate, elevating it beyond a standard cross-channel media buy into a brand experience grounded in Bloomberg Media’s real relationship with global business leadership.

Media/Content Amplification Solution

Bloomberg Media amplified the collaboration across the environments where senior decision-makers consume trusted information and shape one another’s thinking. The strategy reflected different modes of leadership attention, from live market context, to editorial depth, to intimate audio conversation, with Bloomberg Television as the lead platform and the EY Shapers Lounge serving as a physical extension of that broader ecosystem.

First, EY aligned with Bloomberg Television and Bloomberg Video Everywhere, placing its message within live, market-moving programming and contextually relevant digital video. This embedded EY in the moments when business leaders were already most attentive, rather than interrupting them.

Second, Bloomberg Media extended the collaboration into Bloomberg Businessweek through ad placements in a trusted business environment that is 13x more likely to reach C-suites versus average Bloomberg content. This gave the campaign a more reflective, immersive layer and reinforced EY’s role within premium business journalism.

Third, EY sponsored the Bloomberg Talks podcast, a daily series featuring Fortune 500 CEOs, investors and policymakers, with 110K+ monthly downloads. This added conversational depth and associated EY with the ongoing dialogue shaping business leadership.

Within Bloomberg Media’s London studio environment, the EY Shapers Lounge brought the collaboration into a real-world setting used by senior guests preparing for live appearances. Over time, it welcomed leaders from finance, technology, pharma, energy, policy and government, helping connect EY with the people and organizations shaping markets across sectors and geographies. The audience closely mirrored EY’s growth priorities, including AI, technology, financial services, regulation, energy transition and geopolitics.

Together, the collaboration created a strategic and impactful influence platform: from broadcast authority, to premium ad placements, to audio intimacy, to a branded guest environment connected to live programming.

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EY brand awareness rank vs. peers.
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Percentage point increase in agreement that EY "helps clients shape the future with confidence."
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Brand advocacy for EY.

Results

The EY Shapers Lounge delivered strong results across awareness, perception, advocacy and audience quality, proving that EY’s positioning resonated when placed in the right context. Bloomberg Media’s post-campaign report and brand effectiveness study found that EY achieved the #1 brand awareness rank versus peers among exposed audiences, with a +36 percentage point uplift in aided/unaided awareness. Among exposed audiences, there was also a +31 percentage point uplift in agreement that EY “helps clients shape the future with confidence,” directly validating the campaign’s core objective.

The work also strengthened trust and advocacy. The campaign delivered 77% brand advocacy for EY, representing a +28 percentage point uplift among exposed audiences versus unexposed, and +13 points versus Bloomberg norms. This showed that the collaboration improved not only visibility, but how EY was perceived by senior decision-makers.

The EY Shapers Lounge added powerful real-world proof of audience quality and commercial relevance. From July 2025 to February 2026, 370 global leaders spent time in the space, representing 290+ organizations. Visitors spent an average of 30 minutes there, far exceeding typical media exposure. 80% were senior leadership and 49% were C-suite or chair level. The EY Shapers Lounge also hosted 55 leaders from EY strategic and premier accounts, including repeat visits, underlining its value not only as a branding platform but as a meaningful touchpoint with commercially important audiences.

Attendees represented organizations across 12+ countries and closely reflected EY’s growth priorities, reinforcing the international relevance and strategic fit of the collaboration. Bloomberg Media estimates the exposure delivered was equivalent to around $500K in brand value, based on comparable high-end event benchmarks.

Together, these results showed that Bloomberg Media and EY built more than a premium sponsorship. They created a collaboration that translated EY’s brand platform into the real environments where business influence is formed.

More information

EY website
Bloomberg Media website