- Accenture started in 1942 as an administrative accounting group within Arthur Andersen and launched an IT consulting business in 1989 called Andersen Consulting. - By 2000, it had become the world's largest management and technology consulting firm with $1 billion in annual earnings and large-scale advertising to increase its brand awareness. - It underwent an internal process to generate a new name, adopting "Accenture" in 2001, and had further growth with a $1.7 billion IPO.

2. HISTORY OF ACCENTURE
1942 started as administrative accounting
group arm of Arthur Anderson
1989 launched Anderson Consulting for it
consulting services

3. GROWTHOF ACCENTURE
$1BillionEarnings Annually
LargeScaleAdvertising To
IncreaseBrandAwareness
By2000ItBecame
Worlds LargestManagementAndTechnologyConsultingOrganiz

5. FINDANEWEFFECTIVE NAMEACCEPTABLE
TO ALL

6. RISE OF NAME ACCENTURE
ResultOfInternalNameGenerationInitiative“Brandstorming”

7. INCREASEIN GROWTH
CompletionOf$1.7BillionIPO
InJuly2001
Increase In GlobalAwareness
Increase In BrandEquity

8. Rival Watch
McKinsey
highlyspecializedin
developingstrategies
IBM
highlyskilledin
technologicalimplementation

9. NEWTAGLINE
From Innovation To Execution Accenture HelpsAccelerate Your Vision
Surveyed senior executives from different
industries and companies for improving
business to business marketing
e.g. Ian Watmore

10. REINVENTIONOFACCENTURE
+

11. Dot-com crash
Economicdownturn
In 2002
InnovationWasNotJustEnough
BottomLineResultsMattered

12. Formed New Policies to improve contracts
E.g. contract with Thomas Cook

13. Start of new campaign

14. Starring Tiger
Woods

15. Acche Din for Accenture
Over6Years Nearly $300Million
SpentOnAds Featuring Tiger
WoodsClickon black space

17. Consumers distractedfrom
companiesmessage
Hadto dropTiger Woods
In desperate need for new
marketing concept

18. ANIMALSTO THE RESCUE

19. ENTURE AGAINRISESON
THE TOP
Its clients include 99 OF FortuneGlobal
100
Andmorethan3quartersof Fortune
Global 500

20. RECAP
History
RiseofnameAccenture
Repositioning
Crisis
Newcampaign
AcchedinforAccenture
Tigerwoodsfiasco
Animalstotherescue

21. Disclaimer
CreatedbyAdityaGhuge,IIT(BHU) Varanasi,During amarketing
internshipbyProf.SameerMathur,IIMLucknow
Seewww.IIMInternship.com