CONVERSATIONS WITH LEADERSHIP What are we doing to win in the market? ee ci Tim Flynn, Chairman John Veihmeyer, CEO and Deputy Chairman Henry Keizer, Vice Chair, Audit Veihmeyer: Keizer: Veihmeyer: Keizer: I'd lke to get a better understanding as to what is our strategy as it pertains to our audit base in regards to growth and pulling through more Tax and Advisory services. Irrespective of whether we view them primarily as an Audit client, an Advisory client, of a Tax client - the mindset we need to have is they're a KPMG client. And our goal is to make sure we're not trying to sell services into a company. What we're trying to do is have a close enough relationship and an active enough relationship that we understand — what are the problems that company's facing’? ‘What is that organization struggling with? And then making sure we're bringing the full suite of KPMG talent, capabilities, and services to help them deal with those issues and those problems, For example, I'm sure all of you have heard about our MPP list. Over 1,600 companies where we have said collectively: these are the companies we want to invest and strategically go after growth. Where they are Audit clients, we've identified non-Audit partners and professionals, to work with the Audit teams to identify the areas where we can provide that value. ‘You mentioned the priority accounts that we have. Where do Mid Market clients or potential clients fit into our strategy? | think there is a tremendous opportunity in the Mid Market to bring services across all three of our functions to support that organization. It's a platform for not only our growth, but our profitability as well ‘As we sit in market position today, if you look at the Mid Market companies, we are in second place among the Big Four. Within this first six months of the year, we've added more Mid Market public companies than in the past three or four years in terms of on-boarded clients. So I think it's a very rich spot.Flynn: Veihmeyer: I did watch the Masters and it was great to see our logo on Phil's hat. | guess my question is what other things are we doing to get our name out there — both in the USS. and globally? Well, let me talk about it, in terms of a global perspective and what we're trying to drive. We're doing a whole different look at what are the attributes of our brand? Where do we stand? And how do we then reposition our brand in the marketplace? So you'll see some activity coming out of our global strategy process around looking at our brand and how we want to market our brand internally and externally, and position it. ‘The Novak Organization does an unaided brand awareness study every year, and last year, KPMG went up 20 percent in unaided brand awareness with CFOs. It's a targeted audience focused on something we care about. None of the other three firms went up more than about a point - two of them actually declined. So in an environment where out of The Big Four, three of the firms were basically flat, KPMG went up. | believe that has a lot to do with the investment we're making and the partnership we've formed with Phil and it’s added tremendous value in terms of our relationship building with our key targets and clients.