The Cost Boomerang
In 2010, as the Big Four rebuilt their consultancy divisions, KPMG set ambitious targets, aiming to triple consulting revenues within four years. Facing low market awareness and little differentiation among competitors, KPMG turned to Man Bites Dog to raise the profile of its consulting capability, create a differentiated sales proposition for its cost optimisation services, and engage decision-makers in the retail sector with its new pricing capabilities.
Man Bites Dog created a call to action for KPMG’s ‘me too’ cost optimisation services by promoting the problem the firm solves. Our strategy was to identify, quantify, and brand two business critical threats that would resonate with business leaders, while closely aligning with KPMG’s revenue enhancement and cost optimisation offerings:
- Price Lag: The damage to firms’ profit margins caused by panic discounting during recession.
- Cost Boomerang: The risk that costs shed by firms during recession would return to their cost base.
Our team delivered an integrated media, digital and social campaign to promote our research-backed concepts, showcased on multi-media microsites. Research findings generated a set of powerful media headlines. We launched Cost Boomerang with an exclusive Financial Times feature series and hijacked the VAT increase to launch Price Lag, sparking debate with the British Retail Consortium regarding whether hard-pressed retailers would use the increase to hike prices.
The campaign significantly enhanced KPMG’s profile, taking the firm from fourth to first for share of voice amongst Big Four competitors for the duration of the campaign. It achieved:
Pieces of tier one coverage
including all national broadsheets and broadcast interviews from the Today Programme to BBC News.
In competitive share of voice
High value business leads