PwC’s Hard-Won Reputation Under Threat After Oscars Mistake

"La La Land" producer Jordan Horowitz (L) shows the card reading Best Film 'Moonlight" next to US actor Warren Beatty after the latter mistakingly read "La La Land" initially at the 89th Oscars in Hollywood, CA., on Feb. 26, 2017. (MARK RALSTON/AFP/Getty Images)

LONDON—For 82 years, accounting and consulting firm PwC has enjoyed a reputational boon from handling the balloting process at the Academy Awards.

Now its hard-won image as a dependable partner is under threat.

The company has apologized for a colossal mistake at the 89th Academy Awards on Sunday night when actors Faye Dunaway and Warren Beatty wrongly announced the top Oscar went to “La La Land,” instead of “Moonlight.”

The presenters, it turned out, had been given the wrong envelope by tabulators PwC, in this case the one awarding Emma Stone for best actress for her role in “La La Land.” They eventually corrected the mistake on air but it’s not clear yet how the wrong envelope ended up in the hands of the “Bonnie and Clyde” stars.

Whatever the reason, it’s been a cue for endless jokes and hilarity around the world.

Actor Leonardo DiCaprio (L) and actress Emma Stone, winner of Best Actress for 'La La Land' backstage during the 89th Annual Academy Awards at Hollywood & Highland Center in Hollywood, CA., on Feb. 26, 2017. (Christopher Polk/Getty Images)

For London-headquartered PwC, it’s anything but funny.

According to Nigel Currie, an independent London-based branding specialist with decades’ worth of industry experience, this mistake is “as bad a mess-up as you could imagine.”

“They had a pretty simple job to do and messed it up spectacularly,” he said. “They will be in deep crisis talks on how to deal with it.”

Brands go to extraordinary lengths to protect their image and reputation and to be seen as good corporate citizens. History is littered by examples when a hard-won reputation nosedives—from sporting legends Tiger Woods and Lance Armstrong to business giants like BP following the Deepwater Horizon oil spill disaster.

Currie says PwC has no other option than to front-up immediately and explain exactly what happened to contain the damage to its reputation.

“They are absolutely in the spotlight for next week and for longer probably as it unfolds,” he said. “They have to show what happened.”

onstage during the 89th Annual Academy Awards at Hollywood & Highland Center in Hollywood, CA., on February 26, 2017. (Getty images)

'La La Land' producer Jordan Horowitz (L) hands over the Best Picture award to 'Moonlight' writer/director Barry Jenkins following a presentation error onstage during the 89th Annual Academy Awards at Hollywood & Highland Center in Hollywood, CA., on February 26, 2017. (Kevin Winter/Getty Images)

In a promotional video on the company’s website ahead of Sunday’s show, Cullinan said he and Ruiz are the only two who knew who the winners were on the night of the awards.

“There are 24 categories. We have the winners in sealed envelopes that we hold and maintain throughout the evening and hand those to the presenters before they walk out on stage,” he said.

Both Cullinan and Ruiz would have had a briefcase on either side of the auditorium to hand out the envelope for the category to be announced.

Cullinan said PwC’s relationship with the Academy Awards is testament to the firm’s reputation in the market for being “a firm of integrity, of accuracy and confidentiality and all of those things that are really key to the role we have with the Academy in counting these ballots.”

“But I think it’s really symbolic of how we’re thought of beyond this role and how our clients think of us and I think it’s something we take very seriously and take a lot of pride in.”