KPMG wanted to design a campaign with the objective of attracting and retaining the best university talent; to be known and chosen as the ideal employer. The campaign had to focus on differentiating KPMG from other large companies, based on its brand culture and ability to make an impact in today’s environment by bringing it closer to a new generation.

At WTC we set ourselves the goal of finding a BIG IDEA that would be DIFFERENTIAL, EMOTIONAL, UNIQUE; that would generate a change in the perception of what differentiates KPMG from the rest. A global concept that would make it possible to communicate all initiatives, actions, plans…

This is where the idea of KPMG Change Warriors was born, a philosophy to take on the biggest and most complex projects and make them a reality. A conceptualization that summarizes KPMG’s fight against what is static, what does not contribute, what does not make them evolve… A call to change the world.

Once the idea was proposed, we developed the necessary content (concept video, testimonials, posts, recruitment site, pieces…) to launch the campaign in a comprehensive way in media and social networks.

• What started as a recruitment campaign has become a symbol for the company. It has achieved the objective of differentiation and notoriety that was pursued.
• Employees feel identified with the concept. From all areas and regions of KPMG joined the #KPMGChangeWarriors initiative #KPMGChangeWarriors and gave greater visibility to the campaign.
• “KPMG Change Warriors” has grown and has been used for disability and social inclusion campaigns within the company, as change at KPMG also involves fostering diversity and being a socially responsible company that generates a positive impact on society as well.
• KPMG Change Warriors has received the award for the best internal communication campaign at the national level at the Dircom 2019 awards.