The Client

PKF gave us our second opportunity to work on a global level. PKF provides audit, accounting, tax, and business advisory services and is an organization with offices in 440 cities, operating in 150 countries across our 5 regions. Our brief was to:

  • Understand the brand in its global scope; to be able to do so in time when the organization was in undergoing a rebrand and implementing recent changes to its communication strategy
  • Embed Social Media communication into this strategy, establish selected platforms and put together the communication roadmap
  • Contribute to the feeling of unity within all of PKF – from Nairobi to Berlin, the employees should feel that PKF is their brand and they are a part of a connected network

The Process

Responding to the demand, we defined specialist PKF Twitter channels as tools to demonstrate the level of PKF skills within the tax, accounting and legal industries, and established a Facebook Page “PKF People” that focused on the human side of PKF – international cooperation, life within the company, life stories of PKF employees, CSR and good causes carried out by various PKF teams. The PKF People Page was to totally go against the typical corporate look and feel of similar companies operating in the industry – no corporate jargon, no phrases, no industry talk.

PKF Case Study

Part of our task was as well to create a Social Media manual that would cover topics related to marketing, PR and Customer Care in Social Media and help independent teams in PKF professionally manage their independent Social Media accounts.

In the 9 months working on the PKF Social Media accounts, we have put the Twitter accounts PKF Tax, PKF Legal and PKF Advisory on the Twitter map, and achieved just under 1000 fans on the PKF People Facebook Page. Now this doesn’t sound like a large number, however, this was achieved purely through organic growth of the PKF community via employees, former and potential team members.