Accenture today launches what is its biggest brand repositioning in the last decade globally. The new campaign presents a new purpose for the company, designed to inspire organizations to embrace change, in order to create more value for the benefit of all.
The new brand repositioning campaign, “Let there be change”, will also imply tripling the company’s annual global spending on media, to $ 90 million. Developed with the prestigious creative agency Droga5, an integral part of Accenture Interactive, the campaign represents change optimistically capturing its power and beauty, reflecting the depth and breadth of the Accenture experience.
“Exponential changes in technology were transforming the way we worked and lived before COVID-19. Now, its impact has taken change to another level, requiring companies, economies and industries to reinvent themselves,” says Julie Sweet, Accenture’s chief executive officer.
“Right now, there is only one choice to emerge stronger: embracing change and ensuring that everyone benefits – customers, employees, shareholders, partners and society in general”
In order to create this shared success, Accenture is a pioneer in the concept of “360º Value” – which aims to help customers transform and reinvent their business, requalify their employees or become more sustainable.
This action is based on Accenture’s successful rotation for the so-called “new”, with approximately 70% of its business globally now focusing on the areas of digital, cloud and security, which is critical at a time when Scale is important to help customers transform their organizations.
Accenture’s purpose – “to deliver on the promise of technology and human ingenuity” – will guide the company’s strategy, priorities and opportunities it creates for its more than 500,000 employees.
Accenture reflects the creativity and talent of its employees as well as its commitment to using technology to deliver value to all its stakeholders. It’s purpose and brand are based on its golden leadership formula in the market: embracing change and continuously transforming business to create value, driven by the talent and creativity of its employees.
Last year the company invested nearly $ 900 million in training and development, $ 1.5 billion in acquisitions and approximately $ 900 million in research and development.
Accenture also recently announced the creation of Accenture Cloud First, a new multiservice group, with 70,000 cloud professionals, and an investment of $ 3 billion over three years.
“We are following the same advice that we give to our customers in this moment of accelerated changes: acting with great agility and boldness”, says Amy Fuller, chief marketing and communications officer at Accenture.
“The new campaign departs from what is conventional, highlights our new purpose and gives voice to the most pressing current and future question: how can we help our clients adopt change, with the aim of improving business, communities and people’s life”.
The campaign is launched simultaneously on all Accenture internal and external digital platforms, on television and through online advertising, including social media campaigns on the American, European and Asian continents. The new creative image enhances the Accenture symbol – “>” – which has been part of the company logo for over 20 years.
“From a creative point of view, this was an extremely interesting briefing and an excellent opportunity”, says David Droga, founder and president of creative agency Droga5.
“More than just creating a new purpose and campaign, we worked, in each stage, in close collaboration with our leadership teams, employees and customers around the world, to help shape the future of our company. This marks a bold evolution for all of us at Accenture”.
Acquired by Accenture Interactive in 2019, Droga5 is a globally recognized creative agency, which has become synonymous with high-level projects, influential in the market and defining the sector.
Recently appointed by Advertising Age and Adweek, agency of the decade, Droga5 fulfills Accenture Interactive‘s ambition to build a new agency model that offers memorable and unique brand experiences to customers and consumers.
Accenture is currently in 31st place in Interbrand’s ranking of the top 100 global brands, with a brand value of more than $ 16.2 billion. This represents an increase of more than 212% since 2002, when the company debuted in the 53rd position in the Interbrand ranking.