In 2014, APMG's leadership faced low morale and engagement among their employees, with only half having a favorable opinion of the firm. Traditional methods like perks and pay increases had plateaued. Recognizing the inherent dullness of accounting work, they decided to infuse purpose into their engagement strategy by launching the We Shape History Campaign. This campaign aimed to tell the story of KPMG's involvement in significant world events, moving away from mundane tasks like auditing and spreadsheets to focus on impactful narratives.