KPMG launches new image campaign

KPMG launches new image campaign

This week, KPMG launches its new brand with an image campaign that redefines how an innovative professional services firm acts and communicates with clients, employees and the general public – across core services within audit, tax and advisory.

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Director, Communications

KPMG in Denmark

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The backdrop of the campaign is a new positioning and a sharpening of KPMG’s corporate brand and employer brand. The campaign comprises, among other things, print ads in newspapers and magazines, online, social media, outdoor and ads in Copenhagen Airport.

“Following an intense and exciting year of rebuilding KPMG, we have reinvented the brand and sharpened our profile through a strategic repositioning. Our mission is to redefine the traditional professional services firm. We are pioneers, we challenge status quo, and we set new standards for professionalism, integrity and transparency. At the same time, we meet our clients with energy and enthusiasm, and that is exactly the story we are telling in our branding activities,” said CEO and Senior Partner at KPMG, Thomas Hofman-Bang.

While the elements of the campaign follow KPMG’s international expression, the orchestration is rethought. The blue color has been refreshed, and the logo features are used in a reinterpreted outline-typography. The expression is direct, self-confident and challenging in word and visuals alike. Messaging such as “Don’t just win the game. Change it” and “Don’t plan for the future. Own it” emphasizes KPMG’s ambition of setting new standards.

KPMG selected brand strategic design agency Kontrapunkt as a partner in the branding process based on the agency’s competencies and extensive experience. Kontrapunkt has executed the new branding strategy, which KPMG and Kontrapunkt have developed in collaboration. Select clients have contributed with their view on and expectations to KPMG.

”A lot of organizations talk about doing things in a new way. What is unique about KPMG is that they have the courage to live their ambitions. It has been about developing a platform that gives KPMG a clear voice as a challenger and exploits their new market position. At the same time, it has been important to maintain credibility, which is so important in the professional services industry,” said Svante Lindeburg, Partner at Kontrapunkt.

In the first year of operations, KPMG and KPMG Acor Tax serviced one fourth of Denmark’s largest companies as well as large municipalities and organizations, and today more than 350 employees service more than 1,000 clients. The ambition is to continue the growth and reach around 500 employees and revenue of more than DKK 500 million in 2017-18.

 

See the campaign here

 


 

KPMG lancerer ny imagekampagne

KPMG lancerer i denne uge sit nye brand med en imagekampagne, som redefinerer, hvordan en innovativ revisions- og rådgivningsvirksomhed agerer og kommunikerer med kunder, medarbejdere og offentligheden – på tværs af kerneydelserne inden for revision, skat og rådgivning.

Kampagnen tager udgangspunkt i en ny positionering og en skærpelse af KPMGs corporate brand og employer brand. Kampagnen omfatter bl.a. printannoncer i aviser og magasiner, online, sociale medier, outdoor samt annoncer i Københavns lufthavn.

”Efter et intenst og spændende år med genopbygning af KPMG har vi nytænkt brandet og skærpet vores profil gennem en strategisk repositionering. Vores mission er at redefinere den traditionelle revisions- og rådgivningsvirksomhed. Vi er pionerer, vi udfordrer status quo, og vi sætter nye standarder for professionalisme, integritet og transparens. Samtidig møder vi vores kunder med energi og entusiasme, og det er den samme historie, vi fortæller i vores brandingaktiviteter,” siger CEO og Senior Partner i KPMG, Thomas Hofman-Bang.

Mens elementerne i kampagnen følger KPMGs internationale udtryk, så er iscenesættelsen nytænkt. Den blå farve er frisket op og logotrækkene anvendes i en nyfortolket outline-skrift. Udtrykket er kontant, selvsikkert og udfordrende i både ord og billeder. Budskaber som ”Don’t just win the game. Change it” og "Don't plan for the future. Own it" understreger KPMGs ambition om at sætte nye standarder.

KPMG valgte det brand-strategiske designbureau Kontrapunkt som partner i branding-processen på baggrund af bureauets kompetencer og omfattende erfaring. Kontrapunkt har eksekveret den nye branding-strategi, som KPMG og Kontrapunkt har udviklet i samarbejde. Udvalgte kunder har bidraget med deres syn på og forventninger til KPMG.

”Mange organisationer taler om at gøre ting på en ny måde. Det særlige ved KPMG er, at de har modet til at føre ambitionerne ud i livet. Kunsten har været at udvikle en platform, som giver KPMG en klar udfordrerstemme og udnytter deres nye position på markedet. Det har samtidig været vigtigt at fastholde troværdigheden, som er så afgørende i revisions- og rådgivnings-branchen,” siger Svante Lindeburg, partner i Kontrapunkt.

I sit første år betjente KPMG og KPMG Acor Tax en fjerdedel af Danmarks største virksomheder samt store kommuner og organisationer, og i dag betjener flere end 350 medarbejdere over 1.000 kunder. Ambitionen er at fortsætte væksten og nå omkring 500 medarbejdere og mere end 500 mio. kr. i omsætning i 2017-18.

 

Se kampagnen her

 

This announcement was prepared in Danish and translated to English. In case of discrepancies or doubt, the Danish version will prevail.

 

© 2016 KPMG P/S, a Danish limited liability partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.

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