In its biggest brand move in a decade, Accenture launched a sweeping brand campaign and new company purpose designed to inspire organizations to embrace change to create more value for the benefit of all.
The new brand campaign, “Let there be change,” will triple the company’s annual media spend to $90 million. Developed with acclaimed creative agency Droga5, part of Accenture Interactive, the campaign depicts change — both seismic and small — optimistically capturing its power and beauty and reflecting the depth and breadth of Accenture’s expertise.
“Exponential changes in technology were transforming the way we work and live before COVID-19, and now its impact has raised change to a new level, requiring companies to reimagine everything and requiring economies and entire industries to rebuild,” said Julie Sweet, chief executive officer, Accenture. “In this moment, to emerge stronger there is only one choice: embrace change and ensure that it benefits all — your customers, people, shareholders, partners and communities.”
To create this shared success, the company is pioneering “360° Value”— helping clients transform and reinvent their businesses, reskill their employees, or become more sustainable. This builds on Accenture’s successful rotation to “the New,” with approximately 70 percent of its business now in digital, cloud and security, which is critical at a time when scale matters to help its clients transform their entire enterprises.
For his part, Accenture Philippines country managing director Lito Tayag echoed Sweet’s position as the company looks forward to a post-Covid scenario with renewed optimism and firm resolve.
Tayag also noted that like most companies, Accenture has been changing the way it does business as a result of the still ongoing pandemic. He pointed out that most of the company’s personnel are now working from home.
Accenture also recently announced the creation of Accenture Cloud First, a new multi-service group of 70,000 cloud professionals, with a $3 billion investment over three years.
“We are following the same advice we give our clients in this time of relentless change: act with great agility and boldness,” said Amy Fuller, chief marketing and communications officer, Accenture. “Our new campaign captures our purpose and gives voice to a mission-critical issue: How can we help our clients embrace change to better businesses, communities, and lives?”
The brand campaign launches simultaneously across all of Accenture’s internal and external digital properties, through television and online advertising, including social media campaigns across the Americas, Europe and Asia. The new creative leverages the Accenture symbol — “>” — which has been part of the company’s logo for more than 20 years, and will affect every touch point.
“From a creative perspective, this was a massively exciting brief and opportunity,” said David Droga, founder and creative chairman, Droga5. “More than just creating a new purpose and campaign, we worked closely with leadership teams, people and clients around the world at every step to help shape the future of our company. This marks a bold evolution for all of us at Accenture.”
Acquired by Accenture Interactive in 2019, Droga5 is a globally acclaimed creative agency that has become synonymous with high-caliber, influential and industry-defining work. Recently named agency of the decade by both Advertising Age and Adweek, Droga5 fulfills Accenture Interactive’s ambition of building a new agency model that delivers seamless, rewarding brand experiences to clients and consumers at every touchpoint.
Accenture is currently ranked number 31 on Interbrand’s ranking of the top 100 global brands, with a brand value of over $16.2 billion. That represents more than a 212% increase in value since 2002, when the company debuted at number 53 on the Interbrand ranking.