KPMG | The Consumer Advisory Collection

The Brief

Develop a flagship campaign that builds awareness and consideration for KPMG’s consultancy arm that supports consumer-facing business such as retailers and manufacturers of consumer goods.

The Truth

You don’t need to tell the CEO of Sainsbury’s, or Unilever, that consumer insight is important. We needed to show that we understood consumer businesses. This led to our creative strategy – “fluent in consumer”.

The Idea

A playful creative idea emerged based on the central question, “if KPMG Consumer Advisory was a consumer business, what would it look like?”.

A range of KPMG products were born, based on a supermarket ‘own brand’, covering the most common consumer products, with a clever creative spin.

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Results

11% increase in new opportunities
68% increase in opportunity value
23% growth in revenue

Total uplift in opportunity value vs pre-campaign run rate provided a 745:1 Opportunity ROI.