Global consulting firm Elixirr exposes industry bad habits in new US campaign

Global consulting firm Elixirr is aiming to make headlines in the US with its new controversial ‘Con-sultant’ campaign, which satirically exposes bad habits across the industry.

Playing on the stereotypes that have long inundated consultants, Elixirr – which opened its headquarters in London in 2009 – is positioning itself as a firm that ‘does things differently’. The firm has teams across the US, Europe, South Africa and Australia.

Titled ‘The Challenger Consultants’, the team has been on a mission to shake up industry standards since its inception, with Founder and CEO Stephen Newton having spent over 30 years working in industry prior, including time with one of the “Big Four.”

“When deciding to launch Elixirr in 2009, I knew I was taking a risk – both personally and professionally. But I had no doubt in the need for change in consulting, or my desire to leave the industry in a better place than I’d found it,” Newton says.

Aiming not to call out the industry as a whole, but the bad habits of some, Newton hopes the campaign encourages a higher industry standard, just like he set out to do when starting Elixirr, he says.

“I hope what we have created sets the bar for the future of consulting. One where mediocre isn’t acceptable. One where ‘B teams’ don’t exist. And one that truly helps set businesses apart,” Newton says.

Elixirr has maintained steady growth in the US in recent years and has been named one of the fastest growing firms by Consulting Magazine. The team has more than doubled in size in the first half of 2022, following the acquisition of iOLAP – a data and technology specialist company based in Dallas, TX. The firm’s US revenue now accounts for more than 40% of group revenue. 

Elixirr made its Times Square debut earlier this month with equally bold billboard messaging, including “Want to play it safe? Choose another firm.”