Accenture Strategy and Accenture Digital Launch
Accenture
Summary
Accenture launched two new capabilities in a highly competitive market: Accenture Digital and Accenture Strategy. Accenture needed to drive awareness of and content engagement for these capabilities to a hard-to-reach C-Suite audience. Extensive research with the target established the marketplace perception of these capabilities and ensured the ads were relevant and differentiating. A focused media strategy featured airport domination and engaged the audience through digital, social and print. Advertising creative ignored B2B conventions of bland headlines and dull stock images: Accenture Digital ads featured striking visual metaphors and highlighted key business outcomes;...