Title: Accenture CEO Julie Sweet Says New Brand Campaign Is About Embracing Change
Headings: Accenture CEO Julie Sweet Says New Brand Campaign Is About Embracing Change
Accenture CEO Julie Sweet Says New Brand Campaign Is About Embracing Change
Content: Accenture CEO Julie Sweet Says New Brand Campaign Is About Embracing Change
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Editors' Pick | Oct 14, 2020,11:32am EDT | 24,762 views
Accenture CEO Julie Sweet Says New Brand Campaign Is About Embracing Change
Marty Swant
Forbes Staff
CMO Network
I'm a staff writer and editor covering marketing, advertising and technology. Share to Facebook
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Accenture CEO Julie Sweet says the pandemic has accelerated the pace of change. Mark Kauzlarich/Bloomberg
Accenture is launching what it’s calling the company’s biggest brand change in a decade, aided by a $90 million annual media budget that’s triple the normal spend. The campaign, titled “Let There Be Change,” was developed by creative agency Droga5, which Accenture acquired last year. The campaign was developed alongside a new strategy, as well as a new purpose “to deliver on the promise of technology and human ingenuity.” “As you think about what’s happening with speed, just in January we thought transforming the enterprises would take a decade,” says Accenture CEO Julie Sweet. “ Now we believe it’ll take five years. So we have this huge opportunity as everyone is re-imagining everything—you’re rebuilding industries, you’re rebuilding economies—to do it with a responsible business by design.” According to Sweet, who became CEO in 2019, the company started working on the campaign a year ago when it began updating its strategy from 2014 that sought to pivot the business to become 70% focused on digital, cloud and security by 2020. ( The company hit that target a few weeks ago.)