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KPMG
KPMG is a storied Big Four brand and one of the world’s leading professional services firms. But it had been quiet, underinvesting in its brand relative to competitors. The lack of a single story led to a fragmented experience across lines of service and practices. A new strategy set ambitious targets for core areas, such as Audit and Tax, and new Advisory focused practices, such as digital transformation and ESG. But low awareness of their full extent of service was restricting their growth—at a time when there was an urgent need for relevance and differentiation in a converging and blurring space.