Q1: What is “Be in Front”?
In today’s fast-changing world, where uncertainty and disruption are constant, businesses need more than agility—they need foresight. “Be in Front” is our call to action for leaders to take charge of their future, to lead with confidence and clarity.
For KPMG in Singapore, this philosophy is a guiding principle. It shapes how we engage with clients, develop our people, and innovate. Whether it’s leveraging AI to solve complex challenges or helping organizations navigate ESG regulations, “Be in Front” is about empowering decision-makers to shape their industries and seize opportunities.
It’s a mindset that reflects leadership in its truest sense—not just staying ahead of the curve but defining it.
Q2: What prompted the decision to evolve the brand? What does Be in Front aim to communicate about KPMG’s role in today’s business landscape?
The decision to refresh our brand was driven by the evolving needs of our clients. Businesses today face unprecedented challenges, from technological disruption to sustainability pressures, and they’re looking for partners who can provide clarity and drive transformation.
“Be in Front” reflects our commitment to meeting these demands. It signals our role as collaborators who help organizations take control of their future. It also highlights the breadth of our expertise, from digital transformation and cybersecurity to ESG and AI, and our ability to deliver impact that extends beyond compliance.
This evolution positions KPMG in Singapore as a trusted advisor, empowering clients to influence markets, shape policies, and achieve sustainable success in an increasingly complex world.
Q3: What do you hope to convey through the “Be in Front” philosophy?
“Be in Front” is about helping businesses lead with purpose and clarity. It’s a philosophy that drives us to deliver solutions that are both innovative and practical, enabling clients to turn challenges into opportunities.
For instance, we’ve worked with organisations across ASEAN to develop decarbonisation strategies, aligning with net-zero goals while unlocking new growth opportunities. We’ve also partnered with Singapore’s institutes of higher learning to chart sustainable roadmaps for the future.
These projects demonstrate how a clear vision, combined with deep expertise, can create measurable impact. By equipping clients with the tools and insights they need, we help them build resilience and navigate uncertainty with confidence.
Q4: What is the creative vision behind the “Be in Front” philosophy?
The creative vision was to connect with a new generation of leaders who value authenticity, innovation, and impact. We wanted the campaign to feel bold and dynamic, while staying grounded in real-world outcomes. That’s why we chose to feature our own professionals as the face of the brand. It reflects our belief that the people behind the solutions are just as important as the solutions themselves.
For example, we collaborated with a leading Asian bank to explore renewable energy opportunities across ASEAN, including green hydrogen potential. This involved analyzing economic and policy factors, decarbonisation targets, and subsidy mechanisms. It’s a tangible example of how we help clients turn complex challenges into strategic opportunities.
By showcasing real stories and outcomes, the campaign demonstrates how we’re not just talking about the future—we’re actively building it.
Q5: On top of driving change with businesses, can you provide other examples of how KPMG in Singapore embraces “Be in Front”?
“Be in Front” is deeply embedded in how we operate as an organisation. It drives how we develop talent, foster innovation, and collaborate across borders.
We’ve invested heavily in future-ready skills like data analytics, digital transformation, and sustainability. Tools like KPMG Clara and KPMG Digital Gateway enable our teams to deliver precision insights, while our international mobility programs ensure our people gain both depth and breadth of expertise.
This focus on continuous learning and global collaboration ensures that our people are equipped to lead in a rapidly changing world. It’s about creating an environment where innovation thrives and where our teams are empowered to deliver meaningful impact for clients.
Q6: How does KPMG in Singapore foster a culture of innovation and collaboration?
Innovation at KPMG in Singapore is intentional. It’s the very DNA of how we operate, how we deliver exceptional value to our clients, and how we empower our people.
We create spaces where ideas flourish – from our innovation walkabout and innovators get-together, to gamified challenges like The Vault, recognised as “Best Campaign” in our KPMG global network. We collaborate widely, partnering with academia, solution providers and industry leaders through various initiatives. Our AI focus areas – green tech, AI, and digital transformation – ensure innovation is tied to real-world impact. By blending creativity, collaboration, and strategic alignment, we turn ideas into solutions that shape markets, influence policy, and help our clients thrive in a rapidly changing world.
Collaboration is equally important. We partner with academia, solution providers, and industry leaders to ensure our innovations are not just creative but also impactful. For example, our focus on green tech, AI, and digital transformation ensures that our ideas are aligned with real-world needs and opportunities.
By fostering a culture where creativity and strategic alignment go hand in hand, we’re able to turn ideas into solutions that shape industries, influence policies, and help our clients thrive in an ever-evolving landscape.
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