Ad Prompts Uproar, Apology

Trucking industry leaders received an apology from KMPG after the auditing firm ran a disparaging newspaper ad dominated by a large truck.

The New York-based company ran the advertisement in the May 18 edition of the Wall Street Journal. It featured an ominous-looking big rig and the tag line ". . . there's nothing worse than not knowing what's going to hit you."

American Trucking Associations President Walter B. McCormick Jr. said the ad was an insult to professional truck drivers and to the firm's trucking clients, which include ATA.

A.L. "Bud" Pierce, chairman of the safety council for the Truckload Carriers Association, urged companies to re-evaluate their relationship with KPMG in the wake of the ad.

A spokesman for KPMG said the ad had been discontinued and he acknowledged receiving "some reaction" from customers.

For the full story, see the May 31 print edition of Transport Topics. Subscribe today.