Accenture
Company: Accenture
Company Description: Accenture is a global management consulting, technology services and outsourcing company. Combining unparalleled experience, comprehensive capabilities across all industries and business functions, and extensive research on the world’s most successful companies, Accenture collaborates with clients to help them become high-performance businesses and governments.
Nomination Category: Individual Categories
Nomination Sub Category: Best Executive – Service Businesses – More Than 2,500 Employees
Nomination Title: Teresa Poggenpohl, Executive Director - Global Image
Describe for the judges the activities and accomplishments of the nominated executive during the eligibility period (up to 500 words):
With over twenty years of experience at Accenture – a global management
consulting, technology services and outsourcing company – Teresa Poggenpohl
has had the opportunity to do many exciting things; spearhead the re-branding
from Andersen Consulting to Accenture, launch groundbreaking advertising
featuring Tiger Woods, live and work abroad, and collaborate with a dedicated
team of talented marketing professionals along the way. Her current
responsibilities cover advertising, brand management, internet marketing, market
research and database marketing.
Ms. Poggenpohl successfully managed Accenture’s reaction to the volatility in
world markets in the fall of 2008. Notwithstanding the tremendous success of
Accenture’s advertising and integrated marketing campaign at the time, the
strategy needed to evolve. The campaign successfully communicated Accenture’s
High Performance Delivered positioning but was disconnected from the ominous
economic conditions of the day. Ms. Poggenpohl ensured Accenture’s
differentiation by repositioning the campaign to address the uncertain global
economy, while also signaling its empathy and understanding of the tough issues
its clients and prospects faced. Not only did Accenture understand the challenges
of the economic climate, but knew there was an opportunity for clients to be
successful despite the hostile conditions.
The campaign launched in November 2008 appearing in television, newspapers,
magazines, airports and online around the world. Using provocative headlines and
bold imagery to underscore the challenging economic environment, the new print
ads featured Tiger Woods in challenging environments symbolic of the economic
climate such as golfing during an impending storm and analyzing a shot in waist-
high grass. The tone of the campaign reflected Accenture as leader-like and
sympathetic to the issues of the day, without a sense of capitalizing on client
misfortunes. Television spots complemented the print campaign by featuring Tiger
successfully navigating difficult circumstances and overcoming obstacles which
metaphorically represent the grim economic reality. All media highlight the same
closing message, “When it’s tougher than ever to be a Tiger, it’s even more
important to know what it takes.”
Poggenpohl ensured integration of the campaign across other key marketing &
communications collateral including its letter to shareholders from CEO Bill Green,
accenture.com, the Accenture High Performance Business Podcast Series, and
the Accenture Outlook thought leadership magazine.
Ms. Poggenpohl delivered a key message to the marketplace – not only does
Accenture understand the challenges of the economic climate, but knows there is
an opportunity for clients to be successful despite the hostile conditions.
Under Poggenpohl, the Accenture brand has seen great success across other
measures, ranking #45 in the 2009 Business Week/Interbrand 100 Best Global
Brands. Accenture also ranked #43 in the Financial Times 2009 BrandZ Top 100
ranking, with an estimated value of almost $15B. Ms. Poggenpohl has also
received multiple recognitions for her success in driving the Accenture brand in
the
marketplace, including B-to-B Magazine’s Best Marketer 2007 and 2008, Who's
Who in B-to-B 2009 and Internationalist Magazine’s 2007 Internationalist of the
Year award.
List the URLs (web addresses) of any online news stories, press releases, or other documents that you would like the judges to see that support your entry. IMPORTANT: List each URL on a separate line, begin each URL with http://, and enclose each URL in square brackets. For example, [http://www.yourcompany.com/pressrelease.html]:
http://www.btobonline.com/apps/pbcs.dll/article?
AID=/20081027/FREE/310279973/1068/best2008
http://www.btobonline.com/apps/pbcs.dll/article?AID=/20071022/FREE/71022026/1068/best2007
http://www.btobonline.com/apps/pbcs.dll/article?AID=/20090720/FREE/907179971/1192/whoswho-marketers
http://www.internationalistmagazine.com/2007-winter/2007-winter_cover-Poggenpohl.html
http://images.businessweek.com/ss/08/09/0918_best_brands/48.htm
http://www.millwardbrown.com/Sites/Optimor/Content/KnowledgeCenter/BrandzRanking.aspx
http://www.accenture.com/Global/About_Accenture/Investor_Relations/Annual_Report/default.htm
http://www.accenture.com/Global/High_Performance_Business/Research_and_Insights/KnowWhatItTakes.htm
Provide a brief biography of the nominated executive (up to 100 words):
As Executive Director - Global Image for Accenture, a $23 billion global
management consulting, technology services and outsourcing company, Teresa
Poggenpohl is responsible for shaping the company’s brand and position in the
marketplace in support of its strategic agenda. She has received wide recognition
for her achievements, including “Who’s Who in B-to-B 2009” and “Best Marketer of
2008” by B-to-B Magazine. Teresa holds a B.S. in Business Administration from
the University of Nebraska-Lincoln and an M.B.A. from the University of Illinois-
Champaign. Teresa serves on the Board of Directors for the Chicago Business
Marketing Association and the Chicago Children’s Museum.