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: 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. Accenture has also been actively buying up other companies during the pandemic. After spending $1.5 billion on acquisitions during the last fiscal year, Sweet says it has spent $1 billion on acquiring more than a dozen companies globally during the pandemic. In September, it acquired Atlanta-based N3 to drive sales in virtual environments, and earlier this month, it also acquired Ottawa-based consultancy Avenai to expand its public sector work in Canada. Other acquisitions since March have included companies focused on logistics, digital commerce, cloud software services and artificial intelligence. Accenture also recently announced plans to invest $3 billion over the next three years to help clients develop “cloud first” businesses.