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PKF Pacific Hawaii
Formerly known as Grant Thornton, this long-standing Honolulu accounting firm was recently acquired by PKF International and found themselves with an identity crisis. Recommended a full page transition ad announcing "New name. Same good people." Then created an ad campaign around the tagline "Good people". Internally, we brought the new theme to all the employees with T-shirts, training sessions about the importance of the client relationship, new recruit guidelines -- and why everyone who works at PKF Pacific Hawaii should strive toward being good people. See www.pkfpacifichawaii.com.