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Accenture

 

2010 Stevie Award Winner

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: Media & Marketing Awards Categories
Nomination Sub Category: Marketing Campaign of the Year - Services

Nomination Title: Accenture High Performance Delivered Advertising and Integrated Marketing Campaign

Describe for the judges the objectives, activities, and results of the nominated marketing campaign (up to 500 words):

The brand essence of Accenture, a global management consulting, technology
services and outsourcing company, can be summarized in three words: High
Performance Delivered. Leveraging the power of its unmatched experience and
insights from the company’s ground-breaking research into what drives high
performance, Accenture helps clients become high-performance businesses.

For six years Tiger Woods served as the centerpiece and metaphor for
Accenture’s successful High Performance Delivered advertising and integrated
marketing campaign. Following a series of high-profile personal indiscretions by
Tiger, on December 13, 2009, Accenture concluded that recent events had
compromised his ability to effectively deliver on the company’s advertising
message.

Accenture’s key objective going forward was to get a new campaign in market – at
speed. Within one month from severing ties, Accenture had created, tested and
globally launched a new forward-thinking advertising and integrated marketing
campaign that seamlessly continued to position Accenture as the partner of
choice to help companies achieve high performance.

Capitalizing on bold and surprising visual metaphors, the new campaign extended
Accenture’s longstanding High Performance Business brand positioning. It also
highlighted key drivers of high performance including: sustainable success,
innovation, organizational agility, and operational excellence. The campaign
features insights drawn from Accenture’s vast experience and research, presented
in an engagingly simple and often ironic fashion.

The campaign channels issues that are on the minds of clients and prospects,
expressing complex business challenges in clever animal metaphors that are
relevant, impactful and easily understood.

Surrounding the target audience where they live, work and play, the campaign
leverages media across airport, print, television, and online on a global basis.
Launched on January 14, 2010, the scope, complexity and timing of the campaign
was extraordinary – with more than 350 posters appearing in 71 airports in 30
countries virtually overnight.

Accenture’s integrated marketing campaign creates impact beyond advertising
through accenture.com, social media, targeted events, the Accenture High
Performance Business Podcast Series, and the Accenture Outlook thought
leadership magazine.

Accenture’s new advertising and integrated marketing campaign continues its
tradition of excellence, while building equity in high performance and the
Accenture brand. Senior Executive target audience research demonstrates
success on the following:

•The campaign was seen as a strong transition from the previous one, and even
more effective in showcasing Accenture’s ability to be a powerful business partner
to help clients achieve high performance.

•Accenture’s role in helping companies adapt to change, think in innovative ways,
and stay ahead of the competition was effectively communicated.

•The imagery was seen as arresting, innovative and differentiating.

Positive media articles appeared in leading press touting success including:

•The Financial Times
•The Wall Street Journal
•Bloomberg

The advertising campaign generated unprecedented interest in Accenture evident
by accenture.com statistics:

•Unique visitors to accenture.com were up 90% and page views up 27% on launch
day compared to the week prior.

•During the first two and a half weeks following the launch, the Advertising
Overview page received over 50,000 page views, over 43,000 unique visitors with
over 13,000 advertising images downloaded.

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 nomination. 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.accenture.com/

http://www.accenture.com/Global/About_Accenture/Company_Overview/Advertising/default.htm

http://www.accenture.com/Global/About_Accenture/Sponsorships/default.htm

http://www.accenture.com/Global/High_Performance_Business/High_Performance_Business_
Podcast_Series/default.htm

http://www.accenture.com/Global/Research_and_Insights/Outlook/default.htm

http://www.businessweek.com/news/2010-01-14/accenture-ads-replace-tiger-with-elephants-and-
frogs-update2-.html

http://online.wsj.com/article/SB10001424052748704675104575001243066822622.html

http://www.ft.com/cms/s/0/43da51b8-0a1a-11df-8b23-00144feabdc0.html

Provide a brief biography of the person or persons who lead the team that created and carried out the nominated marketing campaign (up to 100 words):

As Executive Director - Global Image for Accenture, a $21.58 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”
2007-2009 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.