Accenture Business-to-Business Advertising Campaign
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: Business-to-Business Advertising Campaign of the Year
Nomination Title: Accenture Strategy
Tell the story of this nominated advertising campaign for the judges (up to 525 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 wasn’t always in the picture against pure-strategy consultancies like McKinsey and BCG. So, we expanded our existing strategy capabilities by launching a new business, Accenture Strategy. It’s a unique business that brings together both business insight and a deep understanding of the impact of technology.
The most valuable segment within the C-suite consists of the people already at Accenture’s largest clients, the “Diamond Clients.” Although just 141 companies are considered Diamond Clients, they represent a significant percentage of total revenue.
We ignored the B2B conventions of bland, jargon-heavy language and dull stock images. We started with a series of powerful headline-driven work that demanded attention. Then we took our unique tone-of-voice and developed a series of ads with provocative and compelling images.
We created a distinctive and proprietary design leveraging a bold use of black, white, and red to help the messaging break through the clutter, while conveying a premium feeling.
Accenture needed a highly focused media strategy to stand out, so we exploited the fact that C-Suite executives take 18+ business trips a year (Source: Millward Brown, 2013) in order to leverage a unique media strategy: dominating airports. Accenture secured 160 high-impact spectaculars and strategically placed units targeting airline clubs and lounges, as well as units in high-traffic locations.
We also engaged this on-the-go audience digitally. And no wonder, given that 74% of C-Suite executives own a tablet, 40% replaced their laptop with their tablet, and mobile is their preferred media source for news (Source: Millward Brown, 2013). We drove hyper-targeted C-Suite digital placements with must-read publishers via online, tablet, mobile web and smartphone.
We launched with digital ads featuring bold and engaging headlines strategically targeted within top-tier business publications. This initial set of ads drove awareness of Accenture Strategy in the minds of our C-Suite audience. Then, we launched a series of content-specific digital ads highlighting Accenture Strategy research and thought leadership in order to build credibility and relevance among our target.
To enhance the impact of these ads, we implemented both a paid search campaign as well as an aggressive social media effort on Twitter and LinkedIn to drive dialogue around each of the featured content pieces.
In August 2013, 38% of our audience were aware of and 24% were considering our strategy services. After the launch, 54% of our audience were aware of and 46% were considering hiring our new business – Accenture Strategy. Increases of 42% and 92%, respectively. (Accenture Awareness Tracking Research, August 2013. Accenture Awareness Tracking Research, August 2015.)
Campaign traffic to Accenture Strategy web pages nearly quadrupled. Engagement with Accenture Strategy content rose to 63% — an all-time high. This meant visitors not only visited the site, they engaged with it beyond the initial click. (accenture.com Analytics Data, August 2015.)
126 (89%) Diamond Clients drove 14,736 visits to Accenture Strategy content, a 19% lift from March to August 2015. (accenture.com Analytics Data, August 2015)
Accenture climbed to the No. 42 position on Interbrand’s 100 Best Global Brands 2015, up from No. 44 in 2014. Interbrand values Accenture’s brand at $10.8 billion, a 9% increase from $9.9 billion a year ago. (Interbrand 100)
Provide a brief biography of the leader of the team that planned and executed this advertising 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 ha1s 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.