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The New Equation

Launched in 2022, PwC’s Global New Equation campaign showcased a human-led consultative approach empowered by tech within our global strategy, The New Equation. This strategy positions PwC as a human-led, tech-powered firm, emphasizing the fusion of business knowledge with powerful technology to address client challenges.


The hero photography, reflecting the human-led and tech-powered concept, centered on our community of solvers collaborating in innovative ways. The hero shot narrated an overarching story and three sub-stories (coding, working with alliance partners and clients, and problem-solving/collaboration) to illustrate how PwC delivers The New Equation.


Crucially, the photography captured the diverse community solving problems authentically, distinctly representing PwC’s values of innovation and humanity. This visual asset played a central role in bringing our tech position to life, initially deployed across impactful channels like out-of-home, TV, and digital platforms to establish a unique PwC identity: diverse, authentic, innovative, and human.

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