- Accenture is a global professional services company that provides consulting services in digital, technology and operations. - It was previously known as Andersen Consulting and was part of the Arthur Andersen group. In 2001, it adopted its current name "Accenture". - Accenture launched extensive global branding and marketing campaigns to increase awareness of its new name and breadth of services offered. These campaigns targeted clients, partners, employees and other stakeholders.

2. accenture>
- A global Professional services
company.
- Provides consulting services in digital,
technology and operations.
- World’s largest consulting firm as
measured by revenues.
- It is a Fortune Global 500 company.

5. In 1989, Arthur
Andersen and
Andersen Consulting
became separate
units of Andersen
Worldwide Sociētē
Cooperative.
Throughout the
1990’s there were
disputes between the
two companies.
Andersen Consulting
was paying Arthur
Andersen 15% of its
profits. The disputes
finally led to a split.

8. On 1 January 2001,
Andersen
Consulting adopted
its current name,
“Accenture”.
The word
“Accenture” is
supposedly
derived from
“Accent on the
future”.

9. How did they do it??

11. Accenture name
was adopted and
company launched
a global
advertising,
marketing, and
communications
campaign .
Accenture’s brand
equity increased 11
percentage points in
the first year and the
number of firms that
inquired about its
services increased
350 percentage
points.
The campaign
targeted at its
clients and
prospects, all
partners and
employees, media,
leading industry
analysts and
academia.
Awareness of the
company’s breadth
and depth of services
reached 96 percent of
its previous level and
awareness of its
services topped 76%
of its previous level.

12. In 2002 the tagline
“Innovation Delivered” was
supported by the statement
“From innovation to
execution, Accenture helps
accelerate your vision.
In 2003, Accenture built
upon the “Innovation
Delivered” theme and
announced its new tagline,
“High Performance.
Delivered”.

13. Accenture spent nearly
$300 million in ads that
mostly featured Tiger
Woods, alongside
slogans such as “We
know what it takes to be
a Tiger” and “Go on. Be
a Tiger.”
The campaign capitalized
on Wood’s international
appeal, ran all over the
world, and became the
central focus of
Accenture-sponsored
events such as the World
Golf Championships and
the Chicago Marathon.

15. In 2011, Accenture
launched the “Greater
Than” campaign to an
international audience
across 35 countries. The
company conducted
extensive research to
ensure that its brand
positioning “High
Performance. Delivered”
was relevant to business
leaders.
The campaign
highlighted successful
case studies from clients
like Unilever, Starwood
Hotels, and Caterpillar
and focused on
Accenture’s capabilities
in areas such as
emerging technologies
and globalization. The
“greater than “ symbol
was used as a major
element of the
campaign

20. Digital,
Worlds’s
largest
consulting
company in
consulting.
Technology,
It was a part
of Arthur
Andersen
group
initially.
Accenture is a
global
professional
services
company and
provides
consulting
services in
and
operations.
As of 2015, the company
reported net revenues of
$31.0 Billion.

21. Created by Shipra Singh, PGDAV College, University of Delhi, during a
marketing internship by Prof. Sameer Mathur, IIM Lucknow.