2. HISTORY
• Accenture was originally
launched as the
Administrative accounting
group in 1942.
• It was the consulting
department of accounting
firm Arthur Anderson.
3. • In 1989 it became a separate
IT consulting unit named
Anderson Consulting.
• Despite a revenue of $1 billion
it had low brand awareness.
• It launched large scale
advertising campaigns and
was a leader within a decade
4. • The company was granted
independence from Arthur
Anderson but had three
months to relinquish
Anderson Consulting and
come up with a new name.
• The name Accenture came
from one of the company’s
employees as part of an
internal name generation
initiative.
5. • Accenture launched a global
advertising, marketing and
communications campaign
targeted towards senior
executives, partners and
employees, media, analysts
and potential recruits.
• As a result, the company
completed a $1.7 billion IPO
in July 2001.
6. • Accenture believed its differentiator was
the ability to provide innovative ideas –
those grounded in business processes and
IT- as well as to execute them.
7. • Thus it managed to
compete with McKinsey-
which was specialized at
developing strategy and
IBM which was advanced
in technological
implementation.
8. • In 2002, Accenture released a new
positioning statement “Innovation
Delivered” which was supported by
the promise “From innovation to
execution, Accenture helps
accelerate your vision”.
9. • Accenture also introduced a new policy
where it contracts contained incentives to
be fulfilled only once business targets were
met. For example with client Thomas Cook.
10. In 2003 Accenture
built upon its
innovation
campaign by
releasing a new
tagline, “High
Performance.
Delivered.”
11. In 2003 it signed star
golfer Tiger Woods as
its spokesperson as a
symbol of high
performance.
12.
13. • However after the
scandal surrounding
him in 2009, Accenture
dropped Tiger Woods
as their spokesperson
as consumers were
distracted by it and
didn’t focus on
Accenture’s strategic
message.
14. Accenture now faced
a challenge. It had to
work on creating a
ground breaking
global campaign that
elevated its brand
image.
15. Thus in 2011 it
launched a new
“Greater Than”
campaign across 35
countries, in order
to redeem itself.
16. The campaign contained success stories of clients including Unilever,
Starwood hotels and Caterpillar.
17. A new marketing twist to
the greater than symbol
was carried out whereby
it was used as a major
element of the campaign
and appeared on
billboards thus become a
unifying element for
Accenture.
18. THUS ACCENTURE HAS MANAGED TO TARGET
ITS B-TO-B AUDIENCE EFFECTIVELY BY:
• Establishing a unified global identity.
• Providing a total problem solution through
one platform.
• Adding high quality services and additional
offerings.
• Creating valuable long lasting relationships
with its consumers.
19. Today, Accenture
excels in the
market and its
clientele is
impressive with
99 of them in the
Fortune Global
100 and more
than three
quarters in the
Fortune Global
500.
20. TO SUMMARISE..
We viewed-
• The history of Accenture.
• Its first campaign “Innovation Delivered”.
• Its differentiated and innovative strategies.
• The “High Performance. Delivered” campaign with Tiger Woods.
• Re innovation of its campaign with the greater than symbol.
• Reasons behind its B-to-B success.
21. Thank you!
• Disclaimer:
• Created by Akshita Nichani, DJSCOE,
during a marketing internship under Prof.
Sameer Mathur, IIM Lucknow.
