This document summarizes the history and growth of Accenture from its founding in 1913 as Andersen, Delany & Co. to the present day. It traces key events like the launch of its consulting arm in 1942, becoming independent from Arthur Andersen in 2000 and rebranding as Accenture. Accenture introduced incentives for meeting business targets and had a successful $1.7 billion IPO in 2001. It launched major ad campaigns from 2002-2009 featuring slogans like "Innovation Delivered" and a high-profile partnership with Tiger Woods. Accenture continues to be a global leader in consulting, with a presence in over 120 countries and recognition as one of the world's most admired IT companies.

2. THE BEGINNING
1913, Arthur Andersen
and Clarence Delany forms
Andersen, Delany & Co., which
became Arthur Andersen
& Co. in 1918
1989
1942
Admirative Accounting Group
launched as consulting arm of
accounting firm Arthur
Anderson
2000 Anderson Consulting becomes
independent from Arthur Anderson
December 31, 2000,
Anderson Consulting officially adopts the name
Accenture

4. 11% increase in
brand equity
350%
increase in
enquiry
about
services
$1.7 billion IPO in July 2001
Global advertisement, marketing and communication lead to

7. To help clients achieve their business objectives, Accenture
introduced policy of incentives which is realized only if specific
business targets were met
Contract with British travel agent Thomas Cook was structured such
that Accenture’s bonus depended on five metrics including cost-
cutting.

8. 2003
Innovation Delivered
to
High Performance.
Delivered.

9. Impeccable image of spokesperson Tiger
Woods was used to drive home the
importance of high performance. And
Accenture’s message communicated to
clients that it could help them become high-
performing business leaders.

10. Nearly $600 million was spend on ads
that featured Tiger Woods for six years
from 2003

11. Initiates
REBRANDING
2009
Accenture drops Tiger Woods as its brand ambassador

12. 2011

19. • Accenture is a Fortune Global 500 company since 1
September 2009.
• In 2016, the company reported net revenues of $32.9
billion serving clients in more than 200 cities in 120
countries.
• Accenture's current clients include 94 of the Fortune
Global 100 and more than three-quarters of the Fortune
Global 500
• Fortune magazine names Accenture as the world's most
admired Information Technology Services company.
• Accenture is one of 12 best management consulting firms
of 2017 in America according to Forbes.

20. SUMMARY
• Beginning as Administrative Accounting Group
• Anderson Consultancy to Accenture, largest and most
successful rebranding in 2000
• 2002, new positioning with Innovation Delivered
tagline
• 2003, High Performance. Delivered. Campaign with
Tiger Woods
• 2009, rebranding with emphasis to greater than
symbol
• 2011, launches “Greater Than” campaign

21. DISCLAIMER
Created by Lekshmi D, TKMCE, during Marketing Internship under
Prof. Sameer Mathur, IIM Lucknow.
Prof. Sameer Mathur
IIM Lucknow