3 Shops Vie for TBWA Chiat/Day’s $12-15 Mil. KPMG Client

KPMG Peat Marwick is conducting a review for its estimated $12-15 million U.S. ad account involving four New York agencies.
George Ledwith, director of corporate communications at the New York-based company, confirmed the participation of incumbent TBWA Chiat/Day as well as Bozell Worldwide, Saatchi & Saatchi Advertising and Lowe & Partners/SMS, all New York.
Mary-Charles Sigal, director of brand management at KPMG, indicated that the winner of the review would focus on corporate image ads in the U.S., with work for the U.K. also a possibility. The account includes both creative as well as media planning and buying chores.
“Our intention is to expand the scope of the agency’s duties in the second year to a broader level. We will apply the U.S. campaign globally,” said Sigal.
The agencies will be briefed in the next few weeks; strategic presentations are to take place in mid-October.
The search was precipitated by the client’s desire to communicate “an evolving, better focused” strategy on the part of KPMG, said Ledwith.
This review marks the latest stage in a bumpy relationship between TBWA Chiat/Day and KPMG, which began in the early ’90s. The marriage has included participation in programs at the Center for Applied Research in Philadelphia, a consulting firm that specializes in helping agencies and clients improve their relationships [Adweek, May 15, 1995]. TBWA Chiat/Day declined comment. –with Michael McCarthy