campaignlive.co.uk, Friday, 31 July 1998 12:00AM
- KPMG Peat Marwick is relauching its brand as part of a renewed drive to establish a unique positioning in the crowded consulting market.
The campaign represents the initial phase of a U.S.-led $60 million (£36.5m) worldwide KPMG branding effort. It is expected the campaign will be rolled out worldwide later in the year.
The campaign, which carries the umbrella tag line "It's time for clarity", was created by Lowe & Partners/SMS, New York, the advertising agency of record for KPMG's corporate image and product programs worldwide.
Tim Pearson, chief marketing officer for KPMG, said: "This is advertising that helps articulate KPMG's strategy and captures who we are. It is a requisite marketing component in helping reposition the firm and develop a strong branding for KPMG," said Pearson, who also described the national media buy as "significantly larger" than any previous KPMG advertising campaign.
The campaign comprises an initial series of ads that build brand awareness by talking about clarity in three ways -- focusing on "time famine," "language" and "confusion" and rejecting jargon and hype.
In an execution called "mailbox," the print version depicts a rural roadside mailbox, and the copy asks, "Remember what is was like before there was overnight mail, voice mail and e-mail? You actually had time to think. KPMG. It's time for clarity."
This article was first published on campaignlive.co.uk