KPMG’s First Ad Campaign in a Decade Features Golf Stars Stacy Lewis, Phil Mickelson Shattering the glass ceiling with a golf-driven initiative
Original Story at Adweek by Kristina Monllos, click here,
Accounting firm KPMG has released its first ad campaign in roughly a decade, boasting a focus on women’s leadership. The new spots feature golf stars Stacy Lewis and Phil Mickelson, with the former literally shattering a glass ceiling with the shot of her golf ball.
It’s part of an effort to promote the inaugural KPMG Women’s PGA Championship as well as the KPMG Women’s Leadership Summit, both of which will take place the week of June 9 at the Westchester Country Club in Rye, New York.
“It was an opportune time to do [the campaign]—a number of things converged that made this the right moment,” said Chris Goodman, KPMG’s chief marketing officer. “Part of it was our ongoing commitment to women’s leadership and the empowerment of women executives. It coincided with conversations we were having with PGA of America and LPGA executives and that converged into a larger initiative.”
The spots, “Glass Ceiling,” by JWT New York and “The Usual” by Serious Fun, both feature Lewis and Mickelson. This is the first time that a male golfer has lent his brand to help promote women’s golf, according to Shawn Quill, director of sports marketing and sponsorships for KPMG.
“There’s a disparity out there in golf just as there is in business and in other areas,” said Quill. “In very tangible ways, we are trying to elevate [women's golf], with the tournament, with the national television coverage, which the women just don’t have.”
The tournament will be broadcast on NBC and the Golf Network. KPMG has also launched a social media element to the campaign with the hashtag #breakglassceilings, encouraging people to tweet career advice, tips and inspiration for aspiring leaders.