The award recognizes our integrated campaign in support of KPMG’s participation at World Economic Forum last January, in particular:
- Innovation – the weflive.com service was viewed by judges as highly innovative. KPMG adopted an ‘outside-in’ campaign approach, using the weflive.com site to draw insights from real-time conversations of its audience and directly inform agile marketing and communications activities.
- Focused execution – the integrated campaign entailed technical build of weflive.com, kpmg.com/davos, internal comms and external PR, display advertising, Google Adwords, social media posts incl. sponsored tweets and co-ordination across the KPMG member firms network.
- Business results – the campaign achieved total audience reach of 25 million people within a week, and a 60% competitive share of online voice, whilst WEF Live demonstrated the KPMG brand proposition of ‘Cutting through complexity’ by transforming overwhelming volumes of information into insights with powerful filtering, search and data visualization features.
KPMG beat stiff competition from Accenture, Cisco, Computer Science Corp (CSC) and WIPRO to win this award.
ITSMA is the IT Services Marketing Association. The Marketing Excellence Awards focus exclusively on B2B marketing for services and solutions, and are based on a comprehensive and strategic approach to marketing, recognizing that business success today requires marketers to move beyond the traditional realm of communications.