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
Content: She says the reality of today is that companies can't just undergo "a digital transformation and then you’re finished," which is how "let there be change" was born. According to Accenture, the company's own business is now 70 percent in digital, cloud and security. She says Droga5 has been involved with the planning of the campaign since it began a year ago. Since they are both in the same family, Fuller says she was able to divulge "really confidential" information to Droga5 that "clients are not always comfortable sharing." "Accenture’s work covers almost every category of business on Earth," adds Duncan Marshall, founding partner at Droga5. " There was a great amount of groundwork and education to be had before strategy and creative began, certainly more I think than in any campaign I’ve ever been involved in. We worked closely with a wide number of Accenture’s leadership in all areas of their business to get at the heart of what makes them them. In terms of the involvement from the CEO level down, it was full and collaborative." Droga5 was acquired by Accenture Interactive, Accenture's agency business, last April for the price, Ad Age estimates, of $475 million. Accenture said last year it invested $1.5 billion in acquisitions, plus nearly $900 million in training and development and approximately $900 million in research and development.