Accenture launches largest brand campaign in a decade
Accenture has launched a sweeping new brand campaign and new company purpose that center on embracing change that benefits all stakeholders.
The new brand campaign – “Let there be change” – focuses on depicting both small and seismic changes. The images in several short ad spots include serious-looking scientists and technologists, the “Big Bang,” advanced manufacturing processes, and plants blooming in fast-motion.
The brand campaign was developed by Droga5, a prestigious creative agency that Accenture added to its digital marketing business – Accenture Interactive – in 2019.
The management and technology consulting firm’s previous campaign from 2011 was built on the slogan “High performance. Delivered.” The campaign centered on results the firm achieved for high-profile clients such as Unilever and Marriott.
Between 2005 and 2009, Accenture’s ads were based around Tiger Woods, with slogans like “Go on. Be a Tiger,” and “We know what it takes to be a Tiger.” The firm (alongside many other companies) cut ties with Woods in December 2009 after revelations about the pro golfer’s extra-marital affairs tarnished his sponsorship-worthy image.
Accenture plans to triple its annual media spend to $90 million. The “change” campaign will cover television and online advertising, as well as social media campaigns across the Americas, Europe, and Asia.
As B2B businesses, consulting firms generally don’t have to spend much on branding and ad campaigns. In contrast, consumer-facing beverage giant Coca-Cola spends an annual average of $4 billion on global advertising.
"Exponential changes in technology were transforming the way we work and live before COVID-19, and now its impact has raised change to a new level, requiring companies to reimagine everything and requiring economies and entire industries to rebuild," said Julie Sweet, chief executive officer, Accenture. "In this moment, to emerge stronger there is only one choice: embrace change and ensure that it benefits all – your customers, people, shareholders, partners, and communities."
Accenture also unveiled a new purpose statement – “to deliver on the promise of technology and human ingenuity” – which will guide the company’s strategy and priorities for its more than 500,000-person workforce.
The Dublin-based company now does approximately 70% of its business in digital, cloud, and security. Accenture last year spent $900 million on R&D, $900 million on training and development, and $1.5 billion on acquisitions. The company also recently announced a three-year, $3 billion investment into its Accenture Cloud First group of 70,000 cloud professionals.
However, due to the demand shock from the global pandemic, Accenture in August announced that it would be cutting 5% of its workforce (approximately 25,0000 employees).
