Presentation1 accenture
- 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.
- 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