KPMG
ESG IS NOW
Pressure from regulators and markets was forcing ESG (Environmental, Social & Governance) to the top of the corporate agenda. KPMG saw an opportunity to showcase their expertise. But with only 14% spontaneous awareness of their ESG services, we needed to raise awareness and build brand advocacy.
The danger was businesses were seeing ESG as nice to have, not a business imperative. However, regulatory and market pressure meant that complacency was not an option.
Our approach was to hero the people behind our professional services, making KPMG experts into thought leaders and changemakers that could inspire clients to elevate their ESG agenda. The positioning was simple, but bold for a professional services firm – instead of following clients, we took a leadership position that came to be the "Are You With Us?" campaign.
Timed to launch alongside COP27, the campaign took the brand away from its use stock imagery and the copy gave KPMG's people a bold stance on pressing issues. It communicated that an ESG journey isn't one you have to take alone – the changemakers at KPMG are by your side every step of the way.
Awards:
Winner of Best Integrated / Omni-Channel Campaign at the Golden Bee Awards
Best Use of Media at the B2B Marketing Awards 2024
Results:
150% increase in association of KPMG and ESG services
32% increase in trust in KPMG to deliver an ESG strategy
15% increase in purchase intent, the highest and fastest growing amongst KPMG's competitors
Agency: True
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KPMG
CONSUMER ADVISORY
In a stressed market, where retailers were feeling the effect of an economic slowdown, we relaunched KPMG's Consumer Advisory Services – its range of consultancy services that support consumer-facing businesses with everything from insights to cost restructuring and supply chain optimization.
But you don’t need to tell the CEO of Unilever that consumer insights are important. We needed to show that we understood consumer businesses.
A playful creative idea emerged based on the central question, “if KPMG Consumer Advisory was a consumer business, what would it look like?” So, we created a range of spoof products, similar to supermarket own brands, to simply and clearly communicate the benefits of each aspect of Consumer Consulting.
The 360 campaign drove unprecedented reach and engagement with nine million impressions, CTRs 480% above industry benchmarks, web traffic targets achieved three weeks into a five-month campaign and achieved a 68% increase in opportunity value. A total uplift in opportunity value vs pre-campaign run rate provided a 745:1 Opportunity ROI.
Winner of 16 creative awards:
Winner of 'Best Advertising Campaign' and 'Excellence in B2B'
at The Drum Awards
Highly Commended for Best Copywriting at the Drum Awards
Highly Commended for Best Brand Launch at the Drum Awards
Winner of 'Best Integrated Campaign'
at The Golden Bees
Best Integrated Marketing Campaign, Copywriting Craft, and Brand Launch awards at Global ACE Awards
Best Brand Initiative, Best Product or Service Launch, Best Use of Creative and Best Use of Consumer Insight at the B2B Marketing Awards
Industry Sector Spotlight Award: Business and Professional Services, Best Integrated Marketing Program: Large Enterprise, Best Product Launch or Relaunch, and Regional Spotlight Award at the ANA B2 Awards
Agency: True
