NEWS: KPMG signs marketer to revamp ad strategy

KPMG, the UK’s largest accountancy firm, is considering turning to TV advertising for the first time following the appointment of David Thorley as director of marketing communications.

KPMG, the UK’s largest accountancy firm, is considering turning to TV

advertising for the first time following the appointment of David

Thorley as director of marketing communications.



Thorley joins KPMG on 10 June from the top marketing position at Axa

Equity and Law, where he played a key role in the company’s rebranding

from Equity and Law after Axa’s takeover in 1988. During his six years

at Axa Equity and Law, Thorley signed off press and national TV ads

through Hoare Wilkins and BMP Business.



David Morrell, head of UK marketing at KPMG, said: ‘One of David’s first

jobs is to look at KPMG’s image.’



If KPMG runs TV ads, it is likely to buy targeted spots around financial

programmes. As ITC broadcast sponsorship rules appear to be relaxing, it

may also consider sponsoring relevant financial TV programming.



Thorley will be head of KPMG’s marketing communications function, which

sits alongside business development and media relations. All three

departments report to Morrell.



KPMG currently uses TBWA predominantly and Arc for press advertising,

although neither agency is on contract. Morrell commented: ‘It’s

unlikely we’d want a predominantly UK-based agency.’



Earlier this year KPMG scored a City coup by becoming the first large

accountancy company to publish an annual report and accounts. This

allowed speculation over partnership earnings to be related to actual

figures.



KPMG has a dollars 208 million global marketing spend. The company is

one of the largest global audit, accounting, tax and consultancy firms.



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