The Media Tracker: Consulting Boom

We tend to see less ad campaigns coming from consulting firms, as they prefer sponsoring events, but we're beginning to see the tide turn.

Author

Melanie Singer
August 14, 2025

The Media Tracker

This week, we're diving into consulting firms returning to ad spend during the slower months of summer.

What's 🔥 Right Now

Consulting in August

  • McKinsey & Company is running a week-long HPTO across Puck, focuses on how they help companies think bigger and build stronger.

  • BRG is running ads across Semafor this week, promoting their new branded campaign slogan, “Intelligence That Works,” while driving awareness towards their blog posts and podcasts on leadership and infrastructure.

  • KPMG is running ads across WSJ and a Tech stream takeover across NYTimes this week, promoting their Tariff Modeler to help clients identify the impact it can have on businesses while planning for a stronger future.

  • EY is running ads across Bloomberg, promoting their auditing services through AI-powered technology and streamlining workflows.

Newsletter Rundown

  • Deloitte is sponsoring WSJ CMO Today, WSJ CFO Journal, and Fortune’s CEO Daily, promoting their sustainability trends report to reports on U.S. consumers wanting to use food to manage their health.

The thought: we tend to see less ad campaigns coming from consulting firms, but when we do, it’s notable. Generally, firms like McKinsey & Company and KPMG choose event sponsorships over RON buys. Events allow for more control over the content surrounding their sponsorship, and their desired audience to get in front of. The slight uptick in RON campaigns indicates that the tide may be turning. With recent news of layoffs hitting firms and AI shaking things up, these awareness campaigns are a strong approach to informing decision makers of the impact and tools available when utilizing their services, flexing how they’re still relevant.   

Ads across the web this week

Notable Campaigns 

Pratt Industries ad on WSJ

Pratt Industries ran a HPTO across WSJ on 8/11, promoting their 100% recycled materials for businesses.

Cartier ad on Air Mail

Cartier is running a week-long HPTO across Air Mail, promoting their Panthère collection.

McKinsey & Company ad on Puck

McKinsey & Company is running a week-long HPTO across Puck, promoting general brand awareness around their people-powered growth in helping clients succeed.

Philip Morris International ad on Fortune

Philip Morris International ran a HPTO across Fortune on 8/12, driving awareness to their efforts for a smoke-free future.

JPMorgan Chase ad on Forbes

JPMorgan Chase is running a HPTO across Forbes from 8/13 to today, 8/14, promoting their new Sapphire Reserve card.

SAS ad on Semafor

SAS ran a HPTO across Semafor on 8/13, promoting their cloud-native AI platform that boost productivity.

AARP ad on Politico

AARP is running a HPTO across Politico today, 8/14, calling on readers to sign the pledge to help keep social security strong now and in the future.

Press Freedom partnership ad on WaPo

WaPo and Press Freedom are partnering to run a HPTO today, 8/14, on the 13th anniversary of journalist Austin Tice being abducted, to share new information on his imprisonment to bring him home.

Newsletter Tracker

Deloitte sponsorship in WSJ CMO Today

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Across the newsletter tracker, this week has a STR of 30%, 17% down from last week 💵

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New Branded Content

Qatar Airways studio piece on WSJ

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