Communication Campaign - Accenture

INDEX

1. Overview................................................................................................................................3

2. Objectives of the Communication Campaign........................................................................3

3. Target Audience.....................................................................................................................3

4. Evaluation of Message Strategy…………………………………………………………….4

4.1 Positioning

4.2 Creative Concept

4.3 Effectiveness of channels employed

4.4 Impact

5. Creative Execution Methods……………………………………………………………….5

5.1 Creative methods adopted in the respective communication tools

5.2 Plus points of the message strategy

5.3 Minus points of the message strategy

5.4 Suggested modifications

6. Exhibits…………………………………………………………………………………….7

1. Overview

Accenture is a global management consulting, technology services and outsourcing company. It has more than 190000 people serving clients in 120 countries. It serves a broad spectrum of industries ranging from banking to defence to non-profit. Exhibit 1 lists the major services provided and the industries catered to by Accenture.

Accenture had used Tiger Woods as a centrepiece for its "High Performance Delivered" advertising for 6 years from 2003 to 2009. In 2009 Woods got embroiled in controversies surrounding his private life. Accenture then embarked on a global communication campaign to recreate its image and convey its disassociation from Tiger Woods. We study the entire communication campaign in stages presented as follows.

2. Objectives of the Communication Campaign

Primary Objective: To increase the visibility of Accenture as a Global Brand.

Secondary Objectives:

• To recuperate and reaffirm its brand equity after the Tiger Woods scandal.

• To spread the message that Accenture with its vast expertise and comprehensive capabilities, can help clients across industries to improve their performance.

The campaign covered almost