Accenture has launched a new global brand campaign. The campaign appears in virtually all possible media, including print, airport, outdoor and broadcast advertising. In addition, various digital channels will be used such as online ads, search engines, social media and interactive billboards. The campaign, which has an estimated budget of €50 million, is active in more than 200 cities across six continents, making it the largest campaign ever by the consulting firm.
First big campaign since Tiger Woods
The new campaign is the first since the sponsorship ties with superstar Tiger Woods was terminated in 2009. Accenture’s campaigns had been centred on Woods for six years, first with the slogan “Go on. Be a Tiger” and later with “We know what it takes to be a Tiger.” Since then, its ads and pictures have featured photographs of animals - giraffes, sheep, elephants and polar bears, but never tigers - as metaphors to bring to life the Accenture brand theme of “High Performance Delivered.”
New campaign: value-added for customers
The new campaign is aimed at demonstrating Accenture’s full depth and breadth of its capabilities and focuses on the value Accenture creates for its clients. The ads contain testimonials from several global clients, such as Unilever, Marriott, the Royal Shakespeare Company and New York City. For instance, the print ads featuring Unilever describe how Accenture helped Unilever executives “with an unprecedented effort to simplify, standardize and unify their business processes worldwide,” achieving “over €1 billion in savings” so far.
“This new campaign is the next chapter in the evolution of Accenture’s successful “High Performance Delivered” brand positioning,” said Roxanne Taylor, Accenture’s chief marketing & communications officer. ““High performance delivered” is the essence of our business strategy. The campaign brings to life how we leverage our industry expertise and leading consulting and technology capabilities to create significant, tangible business value for clients.”
De campaign was created by TBWA/Chiat/Day (Accenture recently ended its 22-year association with Young & Rubicam). Tag Worldwide was hired by Accenture for the global production of the campaign.