Accenture: A Case Write- Up

1. Accenture: A Case Write- Up Tran, Cam-Dung Vo, Duong “Lucy” Walden, Giovanna Wang, Yang White, Cassi Noel Kjeseth, Mitchell

2. Overview Before it was Accenture, this consulting firm originated under the name Andersen Consulting in 1989. Andersen Consulting faced difficulties positioning themselves in the information technology market due to their strong heritage in accounting. The challenge was to retain the positive aspects of the brand equity and break away from the limitations associated with an accounting brand

3. Overview Continued Andersen Consulting decided to take a separate route from the company Arthur Andersen to form what is now today Accenture. Over $7 Billion dollars was spent in the process of building this new brand. This rebranding strategy gave Accenture the ability for further growth as well as more capabilities in the IT world.

4. History In 1913, Arthur Andersen founded the accounting firm Anderson &Co. In 1950s, Arthur Andersen began offering consulting services to companies wishing to implement info systems and renamed the unit the administrative services division. Consultants from the company programmed and installed the worlds 1st business computer for General Electric in 1954.

5. History Continued Demand for information technology rose in the late 1970’s leaving a tremendous opportunity for Andersen Consulting to get their foot in the door for IT consulting. 1979, the Admin Services Division became the Management Information Consulting Division MICD.

6. Brand Equity: Accenture vs. Andersen • Andersen Consulting: • Points of Difference: Took the lead in both business strategy and IT services • Points of Parity: Awareness, image, consideration and preference • Accenture: • Established a broader range of capabilities than Andersen Consulting • Stressed innovation and high performance • Brand equity and awareness rose

7. Rebranding: New Logo • “A” raised to the “c” power. • “Foundation line” under the A. • 24-color palette.

8. Innovative Advertising • Andersen utilized innovative marketing mediums. • New Year’s ad campaign in 1989. • Set itself apart as thought leaders in the market.

9. Rebranding the Name • Won with global brand awareness • Challenges: • Repositioning • Transferring brand equity to Accenture • Raise awareness globally • Eliminate confusion with Arthur Andersen

10. IBM’s Background • Start as C-T-R (Computing-Tabulating-Recording Company) as the combination of 3 big computer companies in 1911:  the Tabulating Machine Company, the International Time Recording Company, and the Computing Scale Company. • CTR renames in 1924 • Manufacturing and selling hardware and software; Offering infrastructure • Fortune’s 500

11. Strength of IBM and Accenture Interestingly, Accenture and IBM cooperate to create optimum business solution

12. Is IBM still a Threat? • IBM’s campaigns: • The “Subtitle” in 1995, • The “E-Business” in late 1990s, • The “ON Demand” in 2002, • “The Other IBM” and “Help Desk” in 2005 • The “Innovation That Matters” in 2006 • Accenture’s “High Performance. Delivered.” in many years

13. Competing with IBM • Emphasize its competitive advantages • Continue partnership with IBM • Create more campaigns

14. Accenture Oct. 26, 2000, the company Andersen Consulting announced its new name “Accenture”. Accenture has been transformed incorporated since Jan. 1, 2001. July 19, 2001, the company went to public. In 2002, “I am your idea” ad campaign succeeded the company’s new tag line “Innovation Delivered.” In less than three years the brand “Accenture” has become ranked as one of the world’s 100 most valuable brands.

15. Golf World Champion- Tiger Woods In 2003 Tiger Woods was the first player to win all four World Golf Championships. He won the World Golf Championship again in 2004, to become the first player in the six-year history to win the event twice. Tiger Woods, the No. 1 world golfer, won the final of the 2008 World Golf Championships in it’s 10-year history.

16. “Go on. Be a Tiger.” Oct. 3, 2003 Tiger Woods, for his first B2B endorsement, became Accenture’s symbol of a new High Performance Business Strategy. The theme line “Go on. Be a Tiger.” became part of the new performance business strategy and global integrated marketing program for Accenture. The newly integrated campaign contributed to the company’s visibility nationally and globally in print, cable and network TV advertising in 27 countries. Accenture, a high performance company, and Tiger Woods, a world champion golfer are perfect match.

17. Accenture wrote: “For the past six years, Accenture and Tiger Woods have had a very successful sponsorship arrangement and his achievements on the golf course have been a powerful metaphor for business success in Accenture’s advertising.”

18. Conclusion of Repositioning and Rebranding Better levels of Awareness than before at Anderson Consulting Advertising leads to 350% jump in consideration of purchase Brand Value went up 7% Ability of Service awareness went up 96%

19. Conclusion of Repositioning and Rebranding Overall after separation from Andersen Consulting Accenture's global awareness went up 76% from previous marks IPO of 1.7 billion at a $14.50 stock price went up 80% by the end of their first year Successful at repositioning and rebranding themselves This was the largest initiative ever undertake by a professional services firm