Company: Accenture
Entry Submitted By: TBWA
Company Description: In her 20+ year career at Accenture – a $25.5 billion global management consulting, technology services and outsourcing company – Teresa Poggenpohl has crafted award-winning advertising campaigns, created the first global research function for the company and established a European Marketing & Communications function to name just a few accomplishments.
Nomination Category: Communications & Marketing Awards Categories
Nomination Sub Category: Business-to-Business Advertising Campaign of the Year

Nomination Title: Accenture High Performance Delivered

Tell the story of this nominated advertising campaign for the judges (up to 500 words). Describe the genesis, planning, execution, and results to date of your campaign. If applicable, remember to describe what's unique or innovative about your campaign:

Accenture is a global management consulting, technology services and outsourcing company. As Accenture’s brand has evolved and matured, its strategic objectives have shifted to move beyond building awareness to driving buyer consideration. In November 2011, Accenture launched the next chapter in the history of its celebrated brand. Accenture’s new integrated global brand campaign takes its positioning to the next level by demonstrating the full depth and breadth of the company’s capabilities and by focusing on the value Accenture creates for its clients. Specific goals of the campaign include:

Goal 1: Drive Our “High performance. Delivered.” Positioning. Demonstrate Accenture’s ability to deliver tangible, bottom-line results for its clients to help them achieve high performance.

Goal 2: Demonstrate Accenture’s full breadth and depth of capabilities. Showcase Accenture’s knowledge and expertise across a vast number of industries, broad range of capabilities and key business trends.

Goal 3: Entertain, inspire and inform.Create impact with the target audience beyond awareness, to consideration. Be engaging, relevant, clever and differentiated. Give the target audience a flavor for what it’s like to work with Accenture.

Accenture’s target is the upper echelon of the corporate world -- the “C-Suite” defined as the CEO, CFO, CIO, CMO and other strategic function heads. Given Accenture’s concentration on large engagements, the focus narrows to the C-Suite at large multi-national companies.

With unexpected imagery, clever copy and a bold color palette, Accenture stands out with its target audience through its execution and tactics. The campaign also features the Accenture symbol — “>” — which has been part of the company’s logo for more than 10 years. This strong graphic element unifies the campaign and makes every ad unmistakably Accenture.

The campaign comes to life across every brand touch-point including print, online, mobile, outdoor and broadcast advertising. Advertisements appeared across 785 posters in 73 airports in 35 countries, 63 outdoor billboards, 350 taxis, and more than 70 print and online titles. Accenture also placed unique out-of-home tactics such as airport dominations, taxi-wraps and high impact units like the 360 London IMAX theatre – a large format film venue. Ad imagery and branding were also implemented across offices in more than 200 cities across 6 continents.

Research with 200+ C-Suite Executives confirmed campaign objectives:

Goal 1) Drive Our High Performance Delivered Positioning. - “Accenture can produce big results.” “…they can help an established company do big things. It’s a game changer.”

Goal 2) Demonstrate Accenture’s full breadth and depth of capabilities. - “Accenture can play in today’s world.” “Accenture is more defined…how they helped in new areas is more unique.”

Goal 3) Entertain, Inspire and Inform. - “Ads are bold and grab you; quick reads so you can get the message.” “The ads stand out compared to others.”

Successful post-launch accenture.com metrics include:

•Page views of specific case study services and capabilities were up significantly, for example: Analytics +151% and Mobility +457%
•Case study views were up 59% overall
•Page views of business themes related to the campaign were up 703%

Provide a brief biography of the leader of the team that planned and executed this advertising campaign (up to 100 words):

As Managing Director - Global Image for Accenture, a $25.5 billion global management consulting, technology services and outsourcing company, Teresa Poggenpohl is responsible for shaping Accenture’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” 2007, 2008 and 2011 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.