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: According to Forrester analyst Ted Schadler, Accenture’s campaign “sounds pretty business-y and buttoned down, so close to Accenture's original purpose.” However, he says he likes the direction as well as the added focus on cloud acceleration and corporate sustainability. “They are trying to appeal more to business and marketing budget holders, it feels,” Schadler says. “ In our work, we see this multi-stakeholder relevance to be key to what we call co-innovation partnership. I see Accenture along with Deloitte and a few other service providers leading the charge on this better services business model.” The scope of the brand changes are quite an undertaking. Along with rebranding 800 offices worldwide, Accenture had to update 473 pages of its website across 53 countries in 10 languages along with another 100 internal websites and applications. And in terms of paid media, Accenture plans to run its first synchronous international broadcast TV campaign along with 40 paid media partnerships and programmatic ads across 1,000 websites and more than 100 social accounts across four platforms. Along with its 30-second anthem spot, the campaign also includes ads focused on cloud services, sustainability and security—three areas that Accenture is focused on with its new strategy. “We wanted to sort of make people realize that change comes in all shapes and sizes, from the seismic to the incremental,” says Droga5 Founder and Chairman David Droga.