ESG is now. Are you with us?

Increasingly, pressure from regulators and markets is forcing ESG (Environmental, Social & Governance) to the top of the corporate agenda. KPMG saw an opportunity to use their expertise however, awareness of their ESG services was still low, with only 14% spontaneous awareness. Our primary objective was to increase awareness for KPMG’s ESG services and build brand advocacy for KPMG.

There is a danger that businesses see ESG as nice to have, not a business imperative. Regulatory and market pressure mean complacency is not an option. But, moreover, ESG is the right thing to do. KPMG’s stance was to encourage businesses to double down emphasise the urgency, and position themselves as a leader that will accelerate progress for its clients and the world we live in.

KPMG's strong commitment to ESG goes beyond charity work, reflecting in their diverse, responsible organization and dedication to carbon neutrality. Our approach was to use the personal nature of professional services, making KPMG experts into leaders that could inspire clients to elevate their ESG agenda. The positioning was simple, but bold for a professional services firm – instead of following clients, we took a leadership position, summarized as “ESG is now – are you with us?”

Brand studies showed that for those who were exposed to the advertising, their association of KPMG and ESG services increased by a remarkable 150%. Additionally, trust in KPMG to deliver an ESG strategy increased by 32% and purchase intent increased by 15% which is the highest and fastest growing amongst competitors.