'The Cost Boomerang' for KPMG by Man Bites Dog

Summary
With ambitious growth targets and low market profile, KPMG’s consultancy practice needed to raise awareness and engage senior business audiences from a standing start. Man Bites Dog (MBD) placed PR at the heart of the practice, delivering a differentiated sales proposition and a clear call to action for the consultancy’s complex services.

Strategy
MBD generated demand for KPMG’s services by promoting the problems they
solve.

Our strategy was to identify, quantify, and brand two critical business threats that would resonate with senior business leaders and align with the services KPMG had targeted for growth: cost optimisation and revenue enhancement.

We created two research-based thought leadership campaigns to demonstrate the twin pressures of a slow recovery: firms were caught between a rock and a hard place – a ‘Price Lag’ and a ‘Cost Boomerang’.

Thought leadership was underpinned by a sustained guru-building campaign.

Impact
MBD generated over 200 pieces of coverage, leading Big Four share of voice for a consultancy with no media profile at the outset and delivering a differentiated proposition for the firm’s consultancy.  Coverage delivered direct business leads, while the research generated client discussions on pricing and cost management and informed sales campaigns for target industries.