Deloitte Canada adds Isaac Reputation Group to risk advisory practice

Deloitte Canada has acquired Isaac Reputation Group, a Toronto-based communications and engagement consulting firm. Isaac joins Deloitte’s risk advisory practice, under strategic reputation & risk, where it will help clients manage corporate purpose and reputation.

Founded in 2009 as Unitas and rebranded to Isaac Reputation Group in 2016, the company bills itself as an early pioneer in the field of corporate purpose. The firm helps clients build purpose-centred organizational campaigns that drive enthusiasm among employees, customers, and other stakeholders. Isaac’s services span strategy and planning, brand identity, creative, project management, and business analytics.

The changing priorities of consumers and employees means that organizations are increasingly being expected to integrate some sort of benevolent purpose into the core of their operations. Instead of a simple profit-based motive and doing right by their shareholders, companies are increasingly expected to champion social and environmental issues, and to adopt impactful corporate social responsibility measures.

Research points to younger generations (Gen Z, millennials) expecting more of their corporations in terms of their purpose, influencing which companies they buy from and seek employment in. A “principled” millennial might, for example, turn their nose up at a position at Shell Corp., but not the local vegan bakery; and they might reach for the sustainability-branded, organic packaged food instead of the standard Mondelez fare.

Deloitte’s acquisition of Isaac Reputation Group will allow the firm to better address client risk surrounding growing calls for corporate purpose. The move will see 10 Isaac employees join the firm, including founder Mike Robitaille who joins as partner, corporate responsibility and sustainability. 

“With Isaac’s purpose methodology, this addition is a key differentiator for our firm and our clients, particularly those looking for counsel on corporate purpose, stakeholder trust, and reputation,” said Poonam Singh, managing partner of risk advisory at Deloitte Canada. “With Isaac’s expertise and deep creative capabilities, we’re now much more equipped to serve our clients better and provide meaningful insights catered to their unique and diverse business needs.”

Robitaille added, “By joining Deloitte, we’re bringing consulting and creative expertise together to increase the value contributed by all stakeholders to the competitiveness and success of companies. With a broad range of resources, we can skillfully advise clients on building true purpose-led companies and execute across the whole organization to create the associated competitive advantage.”