The Curious Case Of

HISTORY OF ACCENTURE1942 started as administrative accounting group arm of Arthur Anderson1989 launched Anderson Consulting for it consulting services

GROWTH OF ACCENTURE

$1 Billion Earnings Annually

Large Scale Advertising To Increase Brand Awareness

By 2000 It BecameWorlds Largest Management And Technology Consulting Organization

Anderson Consulting Independence

IN 2000

TROUBLED TIMES

FIND A NEW EFFECTIVE NAME ACCEPTABLE TO ALL

LOST NAME

RISE OF NAME ACCENTURE

Result Of Internal Name Generation Initiative “Brandstorming”

INCREASE IN GROWTH

Completion Of $1.7 Billion IPO In July 2001Increase In Global AwarenessIncrease In Brand Equity

Rival Watch McKinsey highly specialized in developing strategies

IBMhighly skilled in technological implementation

NEW TAGLINEFrom Innovation To Execution Accenture Helps Accelerate Your Vision

Surveyed senior executives from different industries and companies for improving business to business marketing e.g. Ian Watmore

REINVENTION OF ACCENTURE

Provide New Ideas In Business Processes As

Well As I.T.

EXECUTE THOSE IDEAS+

Dot-com crash

Economic downturn

In 2002

Innovation Was Not Just Enough Bottom Line Results Mattered

ACCENTURE AGAIN

ROSE UPFormed New Policies to improve contractsE.g. contract with Thomas Cook

Start of new campaign

Starring Tiger Woods

Acche Din for Accenture

Over 6 Years Nearly $300 Million Spent On Ads Featuring Tiger Woods

Click on black space

New problem for AccentureConsumers distracted from companies message

Had to drop Tiger Woods

In desperate need for new marketing concept

ANIMALS TO THE RESCUE

INVESTED $50MILLION FOR

NEW CAMPAIGN FEATURING

ANIMALS

ACCENTURE AGAIN RISES ON THE TOP

Its clients include 99 OF Fortune Global 100And more than 3 quarters of Fortune Global 500

RECAPHistoryRise of name AccentureRepositioningCrisisNew campaignAcche din for AccentureTiger woods fiascoAnimals to the rescue

Disclaimer

Created by Aditya Ghuge, IIT(BHU) Varanasi, During a marketing internship by Prof. Sameer Mathur , IIM LucknowSee www.IIMInternship.com