Project:

2010 Graduate Recruitment Strategy Asia-Pacific.

Objective:

To develop an Asia-Pacifi c wide graduate recruitment campaign presenting a singular EVP that would resonateacross 8 countries/cultures.

Solution:

By utilising the Asia-Pacific wide network of WPP offices, all initial concepts were tested at a local level and with the exact geographical target audiences. This allowed the creative and strategic teams to develop concepts that both reflected the desired KPMG employer brand, and were sensitive to all regional market needs and individual cultural requirements. A comprehensive ‘toolkit’ was produced that gave each country all the necessary guidelines to produce their own material – brochures, display banners, press/online advertising and website.

Outcome:

Working with the Australasian suite of products as the master templates, to date Indonesia, Singapore, Vietnam and Cambodia have all produced their own campaigns. All reflect the KPMG graduate EVP with 100% consistency, and the use of the image library and copy options has allowed them to communicate in a language and tone that is specific to their own culture and community.