The campaign was developed alongside a new strategy, as well as a new purpose “to deliver on the promise of technology and human ingenuity.”
The campaign strategy is also a way of stress-testing the new five-year plan during the pandemic. Sweet recalled putting a new growth model in place on March 1, along with a 40-person leadership team that’s twice the size of the previous one. The change has led to more inclusive and less hierarchical leadership that, she says, “was a theory 12 months ago” but has helped the company move faster than before.
“The clients needs we saw before the pandemic,” Fuller says. “So I’m not sure if the direction would have been different, but it became far more urgent.” The scope of the brand changes are quite an undertaking. Along with rebranding 800 offices worldwide, Accenture had to update 473 pages of its website across 53 countries in 10 languages along with another 100 internal websites and applications. And in terms of paid media, Accenture plans to run its first synchronous international broadcast TV campaign along with 40 paid media partnerships and programmatic ads across 1,000 websites and more than 100 social accounts across four platforms.
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