- Our wins:
- Gold – Best Product or Service Launch – KPMG - The Consumer Advisory Collection
- Gold – Best Use of Customer Insight – KPMG - The Consumer Advisory Collection
- Silver – Best Use of Creative – KPMG - The Consumer Advisory Collection
- Silver – Best Use of Media – KPMG - ESG is NOW.
The B2B Marketing Awards are internationally recognised as the gold standard for creative and commercial excellence in B2B marketing. As the industry shifts its focus to the growth opportunities ahead after a challenging year, it’s never been more important for individual marketers, brands and agencies to showcase incredible work.
With an unmatched heritage and scale, each year these awards bring together the creators and masters of the field to share work that sculpts, shapes and pushes the boundaries of B2B.
Best use of customer insight/Best product or service launch/Best use of creative - KPMG, The Consumer Advisory Collection
In a stressed market, where retailers were feeling the effects of an economic slowdown, KPMG ran a campaign to relaunch its Consumer Advisory Services – its range of consultancy services that support consumer-facing enterprises with everything from consumer insights to cost restructuring and supply chain optimisation. Known for more traditional accounting and audit services, KPMG had restructured its consultancy offering for consumer businesses and relied on this campaign to build trust and affinity with organisations that wouldn't typically consider KPMG as a strategic advisor. And it did.
We went against the grain in professional services, focusing on memorable advertising rather than thought leadership. We used the concept of a KPMG product range, echoing the design style and language of consumer advertising to showcase KPMG’s consumer advisory services. We demonstrated that we understood consumer businesses rather than saying it, with the aim of raising a wry smile and a sense of recognition/kinship.
Best use of Media - KPMG, ESG is NOW.ESG is not just a trend, it's a tidal wave reshaping our world. Businesses stand at the forefront, wielding immense power - to be either polluters or pioneers. KPMG had already taken a strong stance. Their commitment to carbon neutrality positioned them as leaders in this category, with a diverse and responsible organisation built from the ground up.
But a storm was brewing. Uncertain economic times threatened to push ESG to the back burner, seen as a "nice to have" rather than a business imperative. In some parts of the world, a political backlash also positioned ESG as being an unnecessary financial burden.
KPMG recognised this as a strategic challenge, not just for the world, but for their brand as well. This became the cornerstone of their firm wide brand activity, not just their ESG practice.
"ESG is NOW. Are you with us?" was not just about selling services; it was a rallying cry for businesses to embrace ESG and drive responsible change.
Congratulations to all other winners. See the complete list here
