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Accenture
Delivering an industry-beating performance by breaking all the rules

RAN IN: United States, Canada

CLIENT
Accenture

Teresa Poggenpohl - Managing Director, Global Image
Julie Koewler - Global Advt. Executive

AGENCY
TBWA\Chiat\Day *Lead Agency

Antony Bennett - Global Creative Director
Colby Webb - Group Acct. Director


MEC

Suzanne Keiserman - Sr. Partner


SUMMARY

Accenture needed to increase awareness of the breadth of its capabilities with hard-to-reach C-Suite executives. Outspent 7:1 by its biggest competitor, IBM, Accenture created advertising that broke the category conventions, generating more than three times higher recall than anyone else. With a bold identity and a singular focus on transformational business results, Accenture rejected the category's vagueness. That focus increased consideration, resulted in industry-leading revenue growth and led to an amazing increase in brand value.

CASE VIDEO


Hero Medium: OOH

Medium Featured On Video: Print,Interactive,Mobile/Tablet

Audience: Businesses & Corporations

Objectives: Gain new customers

Type: Business-to-Business

Classification: Local,Regional,National,Multinational,Non-English

Language: English