Tiger Woods was an effective spokesperson for Accenture because he embodied the brand's focus on high performance through his own accomplishments and competitive drive on the golf course. By associating the Accenture brand with Woods' persona of dedication, talent, and winning results, the ads helped position Accenture as a partner capable of helping clients achieve similar "high performance."

1. INSTITUTE OF SOCIAL SCIENCES
Marketing Management

2. HISTORY
In 1970s
The Administrative
Services Division
In the 1950s broadened the scope
of its business
Arthur Andersen beyond “the design
began offering and implementation
In 1913 consulting services to of systems” to
companies wishing to include “the conduct
Age of 28. implement
Northwestern of studies to produce
information systems, the information
University economics and renamed the
professor Arthur needed by
unit the management to
Andersen founded Administrative
the accounting firm direct the activities
Services Division of its organization.”
Arthur Andersen &
Co.

3. ROADMAP
01. January. 2001
1989
Independ
entBU
form Spending $7 billion
Arthur
Anderson
In 2000
Andersen License to expire
Consulting was Dec 31, 2000
granted its
independence

4. Image Initiative
 Respond to image crisis, MICD decided to embark on an
«image initiative» in 1987…
 Generate awareness
 To differentiate itself in the IT services
 To distance itself from its accountancy heritage
image
 Selection of a new name for MICD
 Providing separation from Arthur Andersen
 Benefiting from its brand equity
 Clear positioning in the market space with the
«consulting»

5. Marketing in Consulting
 Set a new standard for marketing a professional services
company
 Marketing in a strategic sense and had the courage to
create the brand and invest in it.
Breakthrough –
• TV ads - New Year’s campaign - stressed
Andersen Consulting’s technology expertise.
• Spent approximately $5 million in advertising
during its first year.
• Team of media specialists within Andersen
Consulting partnered with Burson-Marsteller, a
leading public relations firm to influence
industry analysts.

6. Marketing in Consulting
Known as System Integration Consultancy,
based on research made in 1988 (5 years).
Since partners demanding proof that the results of the
advertising warranted the expenditures.
Andersen Consulting conducted extensive market
research, focusing ;
37%
1-) Marketplace awareness
2-) Client Satisfaction
3-) Buyers values
4-) Advertising copy testing
6%
5-) Media monitoring
1 2
Metric Driven Performance
 Annual tracking studies and regular measures of the
senior executive target audience’s perceptions of the
brand.
 Advertising investment was drawn directly from the
partners’ potential profits.

7. Developing Global Advertising
Reasoning : Between 1980s – 1990s the consulting business
growth from $3 billion to $30 billion

8. From 6 to 75
from 32 to 50 percent percent
79 percent increased
in 3 years
-Managemet and technology
-Creative and innovative in
consulting
developing -Operational strategy consulting
applications
-Visionary -System integration
-Leader -Business reenginerring

9. Arthur Andersen – Conflict period
 Exploring Marketplace Confusion
Arthur Andersen marketing initiatives
Brand Confusion
 Arthur Andersen Business Consulting
Two firms becoming competitors
Arthur Andersen benefitting from brand
image
Loss of brand equity
 Increasing success of Andersen Consulting
$11 billion by 2001 – financial success
Personality of the ads still relied on a clever
tone and manner
A to C rebranding
 Final Split
Mid-December 1997, Andersen Consulting
sought to split from Arthur Andersen

10. Andersen Consulting versus Arthur
Andersen
Business Strategy System Organizational
Re-engineering Consulting Integration Change
Andersen Consulting %24 %18 %19 %10
Arthur Andersen %27 %17 %18 %12
Business Strategy System Organizational
Re-engineering Consulting Integration Change
Andersen Consulting %35 %32 %29 %23
Arthur Andersen %31 %22 %25 %18

11. Repositioning ANDERSEN CONSULTING
• Brand Equity Measurement Initiative, Andersen Consulting
November, 1999
Consideratio
Image Awareness Preference Average
n
Andersen 6.5 10 9.1 5.8 7.9
Consulting
McKinsey 7.2 8.4 9.2 6.4 7.8
IBM 5.3 4.9 3.6 1.2 3.8
Earnst& Young 3.8 3.2 5.3 1.9 3.6
EDS 1.9 0 1.6 0 0.7
Points of
Points of
Insight and Vision
«To help our clients create their
Difference
Parity
Technology capabilities
future»

12. Rebranding and Repositioning process
 August 7, 2000, the arbitration ruling -released Andersen
Consulting from any further obligation to Arthur Andersen or
Andersen Worldwide -- financial, professional…
 The license to use the Andersen Consulting name was to
expire Dec 31,2000
 Never in history had such a large scale rebranding occurred in
such a short period.
 Within 147 days, the company had to unveil a name that was
trademark in 47 countries, over 200 languages.
Rebranding Launch Timeline
August 7-11 Aug 11- Oct Sept – Oct Nov- Dec Jan 1 2001
BRAND EXECUTE NAME
PLANNING RESEARCH BRAND LAUNCH
DEVLOPMENT CHANGE
Arbitration Name Devp. Market Testing Logo Advertising
Decision Visual Identity DirectMktg.
Native Speaker Dialogue Accenture.com
Strategy Brand Line & Review Mag. Media / Analyst
Devp. Description Relations
Linguistic Analysis Prelude Ads Int / Ext Events
Creative Brief Launch Plan Outlook Mag.
Devp. Final Media Signage
Recommendation /Analist

13. Renamed. Redefined. Reborn. 01.01.01
$75 million marketing & comm budget and additional $100
million
Brandstorming: thousands of name candidates were generated
Native Speaker review & linguistic: 47 countries and against 200
languages
URLs :51 names found to be available globally
Kim Petersen submission selected: Accenture, it rhymes with
«adventure» and «an accent on the future»
- Logo written in lower case
- With greater-than (>) symbol which means pointing forward to the
future
- «T» serving to accent the world
- Lower case «a» to demonstrate that Accenture is approachable

14. Launch Efforts
INTERNAL LAUNCH
• New brand and New positioning conveyed to employees : 178 offices, 47
countries, 70.000 employees, 7 million business card.
EXTERNAL LAUNCH
• Television spots , New Year’s Eve celebration, Accenture branded
airship, sponsorships of other major global sporting events
• High profile advertising program, over 43,000 clients received a launch
mailing which included creative packaging to announce the new name
and positioning.
 External Launch Efforts: Phase Two
Advertisements were innovative and striking
Super Bowl Ad
Golf tournaments sponsorship
 RESULTS AND RESEARCH
• Accenture IPO and Financial Results - Accenture stock was up
almost 80 percent
• Need to Update the Positioning – Partnership strategy
• Refining Positioning –

15. Ad campaign changes and the way
forward
• Bringing “Innovation Delivered” to Life -> I am your Idea
• Global Growth –
110 offices in 48 countries
$13.6 billion in 2004
Top clients
Growing market $160 billion in 2008
• Competition Intensifies
IBM acquires PWC
HP – IT consulting
Bearing Point and Deloitte – Indian companies – TCS
, WIPRO ,INFOSYS
• Govt Contracts –
US govt contracts awarded
• Ad campaign changes again to – “High Performance.
Delivered”

17. Questions
Q1. How would you characterize Andersen
Consulting’s brand equity in the late-
1990s? What factors and decisions
contributed to the building of this equity?

18. PRODUCT
Management Consulting Services
Points of Difference
1. Unique position compared to competitors in that the company
offered valued strategic business services and well regarded IT solutions
2. “Because clients viewed IBM as a technology consultant and not a
business strategist, Andersen Consulting’s reputation for insight and
vision constituted a point of difference”
3. Not afraid to advertise to promote its name, image, and position
“Most professional services chose not to advertise, feeling it was
inappropriate or unprofessional”
First to advertise in airports
4. Personified as “creative, driven, far-sighted and innovative”
Points of Parity
1. Offshoot of an accounting unit
2. Proficient in information systems/ technology, “ established points of
PRICE parity with technology and strategy firms”
 By 1998, Andersen Consulting was the market leader in four major categories in
consumer rankings of consulting firms (management and technology, operational
strategy, systems integration, business reengineering)
 From 1993 to 1998, billings increased by 20% annually
PLACE
 Advertising in print, television and airports
 Corporate Sponsorships

19. PROMOTION
Awareness
o Between 1990 and 1993, total global awareness was 79%
o Advertising: in 1998 had print and airport poster advertising in 30
countries
o Hired PR firm to influence industry analysts, publications and press
Interest
o Public Relations : Corporate sponsorships such as Williams Formula
One racing team sponsor, title sponsor of Andersen Consulting World
Desire Championship of Golf and 1998 Van Gogh exhibit in Washington DC
o One of the first firms to come to the consumer’s mind when thinking of business
management consulting firms
o High “share of mind score”, a measure of brand recognition
-Study by Harris Research: Andersen Consulting ranked first in the following
categories: share of mind, value for money, uniqueness, and
momentum
-Industry analyst IDC found in 1997 that IBM and Andersen Consulting had
the greatest familiarity among technology buyers
Action
o 1990s were successful, 68% of consumers considered Andersen Consulting as a
“leader” : Billings reached $8.2 billion in 1998
DISTRIBUTION
Offices/Locations: United States, headquartered in Chicago
By 2004, 110 offices, in 48 countries, 115,000 employees, 2,200 partners

20. Questions
Q2. Compare the characteristics of
Accenture’s brand equity to those of
Andersen Consulting. Do you think the
rebranding and repositioning of the
company successfully transferred the
equity from the old name to the new one?

21. Andersen Consulting Brand Elements Accenture Brand Elements
Slogan: Slogan: Logo:
“Bridging Log “High greater
Nam
Boundaries to o: Performa than
e Name
Create the Ac nce symbol of
Future” Delivered. the t of
Memorabl 5 4 5 ” Accenture
e
Memorable 5 4 5
Meaningful 5 4 5
Meaningful 5 4 5
Likeable 5 4 5 Likeable 5 4 5
Transferabl 5 4 5 Transferable 5 4 5
e
Adaptable 5 4 5
Adaptable 5 4 5
Protectable 5 4 5
Protectable 5 4 5

22. Effectiveness:
1. The first rebranding of Andersen Consulting in 1999 prepared the
company for the move to Accenture. Accenture was able to build off
of Andersen Consulting’s brand image and associations and
ultimately came out the better for it: Ac rebranding was “a
rehearsal of a global brand change”
2. “Accenture” provided continuity from the name of Andersen
Consulting
o AC, first two letters of Accenture
o “connoted accent on the future” , similar to previous
“create the future” mission of Andersen Consulting
o Consultant created name, helped to reach employee
acceptance
3. “Accenture” also provided an understandable image of the
company’s new direction and position, with a unique word that could
pass the global trademark tests

23. a. Accenture came out of the rebranding process at a greater awareness
than it was as Andersen Consulting, mostly in part to two-phase marketing
strategy a. Used creative advertising, promotion and public relations to create
brand recognition, brand association and brand recall
-In 2001, “awareness for Accenture was above or at previous levels
for Andersen Consulting in most countries”
b. Independence from Arthur Andersen finally removes any confusion
between the two entities Perfect timing, due to Enron-Arthur Andersen scandal
c. Accenture positioned itself carefully among the target market and
considered global changes in the marketplace
- Accenture took advantage of these changes and offered to assist
clients to do the same and turn them into opportunities with “Now it gets
interesting” advertising campaign
5. Accenture did maintain equity globally and therefore the rebranding was worth its
$175 million price tag
a.Accenture has maintained its position in the consideration set and
actually increased equity
-“The advertising effect on purchase consideration on Accenture’s
services increase 350% following the campaign”

24. Questions
Q3. How much of a competitive threat is
IBM ? How should Accenture best compete
with them.

25. Competing with IBM
• Accenture is a management and technology consulting firm
• Consulting, technology, outsourcing and alliances are its core
business
• Accenture is ahead of IBM in strategic management consulting but it
lacks the technical expertise of IBM
• Accenture should look to improve its technical expertise and move
ahead in managing innovation, providing clients with creative
solutions/implementing client’s ideas
• It should also continue partnering with its client by providing not
only consultancy but delivery and implementation
• Setting incentives that realized only if specific business targets were
met should be expanded to all contracts to provide credibility to the
company’s positioning of “High Performance. Delivered”

26. Marketing Strategy
• First in the industry
• Building image and equity through creative advertising and
personifying the organization
• Print advertisements to complement the broadcast
commercials, later presence on internet also
• Flighted media schedules to create the illusion of more ambitious
advertising program
• Public relations activity, influencing industry analysts, leading
industry publications and the tier one business press
• Metrics to gauge the effectiveness of marketing
• Target key prospects and clients where they lived & worked
• Rigorous focus groups testing and customer insights
• Sponsoring high performance sport events like F1 racing, Golf etc..

27. Brand Personality Dimension
Tiger Woods
Brand Personality Dimensions
Competence
Sincerity down- Excitement Sophistication
reliable
to-earth honest daring spirited upper class
intelligent
wholesome imaginative up- charming good
successful
cheerful to-date looking
leader

28. • Tiger Woods and Accenture
– Brands take personality of the celebrities who endorse them
– Tiger Woods was golf’s leading money winner in 2003
– The campaign used the personality dimension of competence and
the related facets to assign the human characteristics of Tiger
Wood’s to the Accenture Brand
– The world's ultimate symbol of high performance, he serves as a
metaphor for commitment to helping companies become high-
performance businesses
• Tiger Woods is an effective spokesman for Accenture
– 1. Accenture’s objective of hiring Tiger as a spokesperson is to
humanly represent their High Performance Business Strategy
sector’s strengths with a person with those same strengths
– 2. Advertisements showed Tiger in an intense competitive situation
and winning due to his high performance and aptitude which then
explained how Accenture too delivers high performance even in the
most competitive situations and possesses capabilities, expertise
and technology to aid clients receive superior results