The Entrée

As a global leader in tax, accountancy, and advisory, KPMG’s mission is to turn its knowledge and understanding of information, industries and business trends into value not only for clients, but for its people and the capital markets.

To combine all three we developed The Entrée, a thought leadership platform providing a modern twist on the age-old concept of a power lunch. The partnership revolved around CNN Journalist and host Joie Chen sitting down to eat with a revolving cast of KPMG Partners and Principals, industry thought-leaders and corporate heavy hitters. Whether dining alfresco on an urban “farm” or eating artisanal pasta in a Michelin-starred institution, The Entrée was produced in a sumptuous signature style while delivering smart and thoughtful business ideas and conversation.

The 3-minute films ran as complete ad-pod takeovers instead of six :30 second spots, a first of its kind approach to linear advertising.

While demarcated as paid contented, targeted ad-buys during CNN Business shows, including Closing Bell and The Lead, instead of changing the channel or sitting through boring traditional ads, audiences were treated to engaging, relevant content. The media plan also included CNN Airport network, informing and educating business travelers both on board and in the terminal.

Paired with a micro-site featuring heavily researched articles by scholars and journalists, and a targeted digital media buy, The Entrée served as more than a brand lift for KPMG. By featuring KPMG senior partners, we established the individuals as thought leaders and recognizable figures to their clients and the industry. Furthermore, the segments served as brand building opportunities for client company leaders

KPMG and its partners enjoyed such success with the campaign that it was renewed for four “seasons.”