KPMG Australia appoints Andrew Baxter as Senior Adviser to the firm’s entrepreneurial Customer, Brand and Marketing Advisory (CBMA) business

KPMG Australia appoints Andrew Baxter as Senior Adviser to the firm’s entrepreneurial Customer, Brand and Marketing Advisory (CBMA) business

KPMG Australia has appointed former Publicis Communications Chairman and Publicis Australia CEO, Andrew Baxter, as Senior Adviser to the firm’s entrepreneurial Customer, Brand and Marketing Advisory (CBMA) business.

Andrew Baxter joins KPMG in big four accounting firms' marketing push

Andrew Baxter joins KPMG in big four accounting firms' marketing push

The expansion of the big four ­accounting firms into marketing continues, with former Publicis Australia boss Andrew Baxter joining KPMG as a senior adviser.

Businesses don't exist without customers, but many take their customers for granted

Businesses don't exist without customers, but many take their customers for granted

A business doesn’t exist without customers. Start-ups are reminded of this every day. They fail if their product doesn’t meet a fundamental need of a group of people. If people don’t want to buy it, there’s no sales, and no business.

What's your company's "why" - the power of a good Brand Purpose

What's your company's "why" - the power of a good Brand Purpose

Marketers have traditionally followed a formula when creating and communicating their brand – the “what, how and why”, in that order. Our computer is the best. It’s the fastest. We made it for busy people like you. But in the past decade, marketing visionaries such as Steve Sinek have turned this norm on its head. Start with the “why” and follow with the “how” and then the “what”.

Successful celebrity endorsements have one common trait - relevance

Successful celebrity endorsements have one common trait - relevance

The key to successful celebrity endorsements has always been relevance. From Wedgewood’s adoption of the royal warrant 250 years ago to Nike’s use of Tiger Woods and Michael Jordan in recent times, the best partnerships have been where the product and the person make sense together. The china teaset the Queen uses, the shoes Michael Jordan performs in – simple and effective ways to reinforce the product’s quality.