Professional services firm, PwC, has launched a campaign to promote its global strategy, The New Equation, to business audiences. The cornerstone of the campaign is a video series – Human-led, Tech-powered – which will appear on LinkedIn. Hosted by Hannah Fry, broadcaster and Professor of Mathematics at UCL, and who recently presented the BBC’s ‘The Secret Genius of Modern Life’, the series looks at the need across business and society to balance human qualities such as ingenuity and creativity with technology.

Fry is joined by a host of academics and business leaders across five episodes: Culture and Capability, Purpose and Profitability, Risk and Resilience, Trust and Transformation, and Vision and Value. The series runs until 20 April. An awareness campaign also launched on 23 January to support the series. It will draw on short edits of the videos and LinkedIn ads to drive users back to PwC’s owned channels. The campaign was planned by PHD UK.

“At PwC we’ve invested in developing extensive technology capabilities, meaning we’re better positioned than ever to help our clients,” said Maria Jennings, Marketing and Brand Director at PwC UK. “Increasing awareness of those capabilities among our clients and senior business decision-maker audiences is more important than ever. This series is a key component of that awareness-raising activity, delivered through a media strategy that includes targeted high impact positioning across digital platforms, publishers and out-of-home.”