During a recent high-level pitch to the CEO of a leading but unnamed global consumer packaged goods firm hunting 25 per cent growth in a mature category, “the eyes lit up” at the combined code, creative and culture components being proposed by the “cold, hard analytical” consulting firm Deloitte Digital, as Global CEO Sam Roddick recounts. The pitch involved a top Deloitte Digital team unveiling the blueprint for a new direct-to-consumer (DTC) business unit to deliver on the CEO’s ambitious growth remit. Roddick hopes it’s a benchmark project in-the-making as his firm accelerates to “mimic” Apple-like design and creative capabilities with engineering and systems prowess. The new ‘X’ factor for Deloitte Digital though is the nod to creativity and the business contribution it makes as a “value multiplier” for its industrial-grade customers. Part of Roddick’s global plan to help institutionalise creative thinking in the $16bn firm involves a former BBDO ad agency network CEO in Australia and New Zealand, Nick Garrett. But can the “cold, hard, analytical” firm really pull this one off?    

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