Accenture - Being Greater Than
Company: Accenture, Chicago, IL
Entry Submitted By: TBWA/Chiat
Company Description: Accenture is a global management consulting, technology services and outsourcing company, with more than 373,000 people serving clients in more than 120 nations.
Nomination Category: Communications & Marketing Awards Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Reputation/Brand Management
Nomination Title: Being Greater Than
In up to 525 words, tell the judges about the nominated campaign: its genesis, development, planning, commission, and performance to date:
Accenture has announced a company goal of promoting greater gender equality and increasing the percentage of women in its workforce. Specifically, the company has pledged to grow the percentage of women it hires to at least 40 percent worldwide. To help achieve this goal, the company wants to communicate its commitment to gender equality including gender pay equality, and to attract talent to Accenture.
To address the market problem, we created our “Being Greater Than” content campaign, showcasing inspiring stories about Accenture women on The Huffington Post and accenture.com. The goal of the program is to:
• Engage our women, to communicate our commitment to gender equality, and
• Attract talent to Accenture with the goal of growing the percentage of women new hires to 40 percent by 2017.
Our program features Accenture women through articles, blogs, videos and photos. It also republishes or links to news articles from various media outlets, including Fortune, The Financial Times, The Huffington Post and more. These third party articles either feature our women or describe our programs aimed at making Accenture a great place to work for women. Since launching the program in November, we have published content featuring more than 100 Accenture people for the campaign.
Among our first and most pioneering tactics was establishing a channel outside our website to broaden the availability of our content. We collaborated with The Huffington Post to create a page on their site featuring regular updates from our leaders and employees.
Then, to populate the new channel on The Huffington Post and our own website, we began by partnering with renowned filmmaker Robert Fogarty, founder of the Dear World project, to create stunning, ground-breaking videos of both our top leadership and select employees discussing gender equality and what it means to them personally. The full set of videos can be see here.
Beyond the videos, we designed a broad, ambitious content program to generate insights from every level of our organization across a broad set of topics related to gender equality.
The program has exceeded our expectations and continues to build momentum with traffic and engagement increases. Specifically, we have seen:
152K total visits to the content since launch
- In May, we had the highest visits (25K) since the months of campaign launch in Nov. and IWD in March. Our promotion of women’s stories tied to Mother’s Day provided a boost in traffic the week of May 1, with close to 6K visits that week, and manager Caroline Dey’s article saw strong traffic, with almost 4K visits in May.
- The campaign main page ranks as the 10th highest main page on the non-careers section of the website, ranking just after the Accenture Digital main page. Remarkable that it’s ranking alongside our Accenture Business main pages in traffic, considering the more specialized topic area and that it’s a newer page debuting only in November.
24k visits from Accenture employees, 16% of total visits. Accenture employees typically account for only 5% of visits to accenture.com.
Provide a brief biography of the person or persons who lead the team that created and carried out the nominated communications campaign (up to 125 words):
Teresa L. Poggenpohl, Senior Managing Director, Global Image
In her 20+ year career at Accenture – a $3 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.