Accenture launches global brand campaign
New York, November 20, 2011
Accenture has launched a new global brand campaign that takes its “High performance. Delivered.” positioning to the next level by demonstrating the full depth and breadth of the company’s capabilities and focusing on the value it creates for its clients.
The campaign will come to life across every brand touch-point with external and internal audiences including print, airport, outdoor and broadcast advertising; a wide array of digital extensions, such as online advertising, search, mobility platforms, social media and interactive billboards; recruitment marketing materials; client presentations; the company’s newly refreshed website; employee communications; and branding at Accenture locations in more than 200 cities across six continents, a statement from the company said.
“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.
“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. The positive response from our clients to the new campaign demonstrates that our brand positioning resonates with them now more than ever,” she said.
Among the key elements of the campaign is an ongoing series of results-focused case studies featuring clients, which are being leveraged across a variety of marketing channels, including advertising, the statement said.
The advertising and other elements of the brand campaign will also highlight the company’s broad range of consulting, technology and outsourcing capabilities, especially in high-demand areas such as mobility, analytics, digital marketing and sustainability; its knowledge and expertise across more than 40 industries; and how Accenture can help clients capitalise on opportunities resulting from key business trends such as innovation and globalisation.
In addition to leveraging engaging imagery, clever copy and a bold color palette, the new brand campaign features the Accenture symbol “>” which has been part of the company’s logo for more than 10 years, it said.
Accenture will continue its successful airport advertising campaign, with new ads running in 73 airports across 35 countries. The new campaign will include high-impact installations, from building and taxicab wraps to billboards, in major business centers around the world, as well as an increased investment in digital marketing and social media.
“We are recognised as a pioneer in B2B marketing and have a long history of disrupting convention in the category by taking a consumer brand approach to marketing,” Taylor said. “I am proud that we have become known for innovation - breaking new ground and setting new standards.”
To increase creativity and drive greater efficiency, the company implemented a new global advertising model separating creative development from execution.
The IT company appointed TBWA/Chiat/Day as its new agency of record for creative development. Tag Worldwide was appointed as its production agency responsible for translating and implementing the campaign in all mediums across the globe, and WPP’s MEC continues to be responsible for global media planning and buying.
Accenture is currently ranked number 45 on Interbrand’s ranking of the top 100 global brands, with a brand value of $8 billion. This represents a 55 percent increase in brand value since 2002, when Accenture made its debut on Interbrand’s ranking of the top 100 global brands, at number 53. – TradeArabia News Service