Entrepreneurs operate in a rational, data-driven market. However, the decisions they make about their own company are anything but rational. It is precisely at these times that Baker Tilly wants to be of assistance to entrepreneurs and they would like this to be seen. This is why we developed the branding and job market campaign ‘Now is the time’. The time for entrepreneurs to take new steps with their company. The time for young professionals and starters to choose for themselves when they switch jobs. It is also the time for Baker Tilly to support these two groups. The result: a recognisable and authentic story, told through radio spots and videos, in which storytelling takes centre stage, as a result of which we strike an emotional chord in a rational market.