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
KPMG has a dollars 208 million global marketing spend. The company is
one of the largest global audit, accounting, tax and consultancy firms.