Title: Accenture cries 'let there be change' in sweeping new brand campaign from Droga5 | Ad Age
Headings: Accenture declares 'let there be change' in sweeping new brand campaign from Droga5
Accenture declares 'let there be change' in sweeping new brand campaign from Droga5
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This is a modal window. This modal can be closed by pressing the Escape key or activating the close button. Accenture debuted a sweeping brand campaign, declaring "let there be change," along with a new company purpose, "to deliver on the promise of technology and human ingenuity," created in partnership with Accenture Interactive-owned Droga5. The consulting behemoth says it is tripling its annual media spend to $90 million with the launch of this campaign. It includes the 30-second anthemic spot from Droga5, "Make Change Work For You," that implores companies to embrace change both "seismic" and "small," as well as three 15-second ads. The creative debuted on Accenture's internal and external digital properties, and includes placements across TV, online and social media in the Americas, Europe and Asia. Amy Fuller, Accenture chief marketing and communications officer, tells Ad Age that the campaign is "definitely" the largest from the company in the past decade. "We had been getting very precise with our media buying, because we can," Fuller says. " But we found we were under-leveraging our brand, which is the reason for being in higher-profile places.