Teresa L. Poggenpohl- Accenture
Company:Accenture, Chicago, IL, USA
Entry Submitted By:TBWA\Chiat\Day
Company Description:Accenture is a global management consulting, technology services and outsourcing company, with approximately 266,000 people serving clients in more than 120 countries.
Nomination Category:Individual Awards Categories
Nomination Sub Category:Woman of the Year - Advertising, Marketing & Public Relations
Nomination Title: Teresa L. Poggenpohl, Senior Managing Director, Global Image
Describe for the judges the activities and accomplishments of the nominated woman since the beginning of July last year (up to 525 words):
In her 20+ year career at Accenture – a $30.0 billion global management consulting, technology services and outsourcing company – Teresa Poggenpohl has crafted award-winning image-building advertising campaigns, created the first global research function for the company, and established a European Marketing & Communications function (while based in London). As the Senior Managing Director of Global Image for Accenture (part of Marketing and Communications), Teresa is responsible for shaping the company’s brand and positioning in the market in support of the company’s strategic agenda. Her current responsibilities cover advertising, brand management, digital marketing, market research, database marketing as well as events and sponsorships.
In 2001, Teresa spearheaded the rebranding of Andersen Consulting to Accenture marking one of the largest and most successful rebranding initiatives ever undertaken by a business-to-business company. Just 18 months after the brand’s launch, Accenture was ranked No. 53 on Interbrand’s 100 Best Global Brands report. Teresa established Accenture’s High Performance Delivered advertising and integrated marketing campaign in 2003. Today it continues to be the pillar of the company’s marketing efforts.
Most recently, in order to meet the changing needs of clients in today’s dynamic landscape Accenture expanded its suite of services and introduced two new capabilities: Accenture Strategy and Accenture Digital. To drive growth to these two new high-demand and critically important areas, Teresa led the latest chapter in Accenture’s brand history by launching two globally integrated marketing campaigns across Accenture Digital and Accenture Strategy.
The campaigns ignored the B2B conventions of bland headlines and dull stock images in order to reach the Forbes Global 2000 C-Suite audience in a fresh, new way. For Accenture Digital, Accenture created three executions featuring striking visual metaphors to highlight key business outcomes.
For Accenture Strategy, Accenture created a series of hard-hitting, all-type advertising executions that spoke directly to Accenture Strategy’s unique, technology-enabled approach to strategy. The bold use of black, white and red helped the messaging break through the clutter while conveying a premium feeling.
The campaigns leveraged a unique media strategy: dominating airports. They also engaged the audience digitally by placing hyper-targeted C-Suite digital placements via online, tablet in-app, mobile web and smartphone. Content was further disseminated via social channels and print media.
These bold campaigns seamlessly solidified Accenture’s position as the partner of choice to help companies achieve high performance.
Under Teresa, the Accenture brand has also seen great success across other measures, ranking #44 on the 2014 Interbrand 100 Best Global Brands with a $9.9B brand value. Accenture also ranked #55 in the Financial Times 2014 BrandZ Top 100 ranking, with an estimated value of $18.1B.
Teresa has also received wide recognition for her achievements including: “Who’s Who in B-to-B” in 2011 and 2009 and “Best Marketer” in 2013, 2012, 2011, 2008 and 2007 by B-to-B magazine. In 2014, she was named “Marketer of the Year” by the BMA B2 National Awards. 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.
Provide a brief biography of the nominated woman (up to 125 words):
Teresa is a member of the organization's Marketing & Communications Leadership Team, the executive team charged with managing Accenture's brand image and marketing initiatives. She also serves on the company’s Global Leadership Council.
Teresa has served numerous civic, community and professional organizations including the Board of Directors for the Chicago Children’s Museum as well as Marketing Committee Chair and the Dean’s Business Council for the University of Illinois College of Business. Teresa was the President of the Chicago chapter of the Business Marketing Association from 2005 to 2006 where she remains a Board member.
A native-Nebraskan, Teresa holds a Bachelor of Science degree in Business Administration from the University of Nebraska-Lincoln and an MBA from the University of Illinois-Champaign.