KPMG Counts On Lowe & Partners

KPMG Peat Marwick has awarded its $12-15 million U.S. advertising account to Lowe & Partners/SMS here.
Lowe will handle creative and media planning and buying chores for the financial services company. The agency defeated New York finalists Foote, Cone & Belding and Saatchi & Saatchi Advertising for the business.
Incumbent TBWA Chiat/Day here declined to defend the account when the client initiated the review in September. The agency had handled the business since 1993.
“We were impressed with the commitment of the senior creatives at Lowe to our business, and their execution of the KPMG strategy was brilliant,” said Tim Pearson, chief marketing officer at the New York-based client.
Agency co-chairman and chief creative officer Lee Garfinkel and executive vice president, deputy creative director Gary Goldsmith will oversee creative development on the account. Executive vice president, group account director Lauren Fisher will supervise the business.
Pending the close of the recently proposed merger between KPMG and Big Six competitor Ernst & Young, which is expected in the spring, new advertising from Lowe will break in April.
According to Pearson, the the company wants to supplement its traditional accounting business by becoming more of an information provider. He cited current alliances with Microsoft and PointCast as examples of that commitment.
KPMG’s previous campaign, tagged “The global leader,” touted its market position in general terms. Lowe’s mandate is to create a more specific brand approach.
The agency appointment comes as the accounting industry is experiencing a series of consolidations. In addition to the KPMG-Ernst & Young merger, in September Coopers & Lybrand and Price Waterhouse also revealed plans to merge.