Grant Thornton

Services:

Video Production, Social Media Management, Google Ads

Platforms

General

Grant Thornton Cyprus is one of the leading professional services firm in the country. Founded in 1942, the firm became a Grant Thornton member firm in 1982. They offer a full range of assurance, tax, specialist advisory and outsourcing services to clients – ranging from public companies and multinationals to private business across a broad spectrum of industries.

Objectives

The objective was to communicate that a career at Grant Thornton Cyprus is more than a job. It is an experience shaped by growth, collaboration, purpose, and belonging. By highlighting different dimensions of the culture, from career development and work-life harmony to innovation, leadership, and impact, the campaign sought to show what life at the firm truly feels like: open, empowering, and full of possibility.

Ultimately, the goal was to demonstrate that while talent is everywhere, thriving happens in the right environment, and to invite talent to explore what it means to build a career, make an impact, and grow as it should be.

The Challenge

Grant Thornton Cyprus needed to communicate its employer culture in a crowded professional services landscape where messaging often feels polished, corporate, and interchangeable. The challenge was to move beyond traditional employer branding and avoid abstract promises or generic career language. Instead, the firm sought a way to authentically express what its culture truly feels like in practice, while appealing to both existing talent and future recruits. This meant translating intangible values such as growth, belonging, collaboration, and purpose into real, relatable stories that would resonate across multiple platforms and reflect the lived experience of its people.

The Solution

The strategy was built around authentic storytelling, placing people not positions at the centre of the narrative. We developed the People Stories campaign under the umbrella concept “as it should be”. Each story focused on a different expression of culture: career development, international exposure, confidence, belonging and purpose beyond the workplace. Rather than presenting culture as a statement, the campaign allowed it to be experienced through individual voices.
The Creative Idea
At the heart of the campaign was a simple idea: culture is revealed through lived experiences, both professional and personal. The campaign combined:

Documentary-style video storytelling
Natural, in-office photography
Thoughtful, first-person copy

Alongside individual career journeys, the campaign also spotlighted a powerful collective story: GT Chords. Formed by colleagues who share a passion for music, GT Chords reflects how connection, collaboration and creativity extend beyond daily roles. Through their participation in Concert for a Cause, the band transforms music into impact supporting the Grant Thornton Cyprus Foundation and reinforcing a culture where people are encouraged to bring their whole selves to work.
Execution
Our agency led the project end-to-end, working in close collaboration with Grant Thornton’s internal marketing team.
Our role included:

Concept and narrative development
Content Planning
Copywriting for digital platforms and stories
Photo shooting
Video production
Campaign rollout

The campaign launched in October 2025 across:

Grant Thornton Cyprus’ website
Social media channels
Internal communications, including newsletters

A dedicated People Stories landing page brought together individual journeys and collective initiatives, creating a central hub for the campaign.

The Result

People Stories positioned Grant Thornton Cyprus as an employer where culture is not defined by words, but by actions. From career progression and international experiences to shared passions and social purpose, the campaign reflected a workplace where people are supported to grow professionally and personally. By highlighting initiatives such as GT Chords, the campaign demonstrated how collaboration, creativity and purpose come together to create meaningful impact, both inside and outside the firm.

Agency Insight
This project was defined by exceptional collaboration and trust between our agency and the Grant Thornton team. The openness of the people involved allowed the stories to unfold naturally resulting in content that felt honest, warm and relatable.

In one sentence:
People Stories became a genuine reflection of a culture shaped by people, passion and purpose — not by job titles.