Let there be change

m&k: Lea Klipfel, last October your employer, Accenture, undertook a comprehensive repositioning under the slogan «Let there be change.» Was this a response to the COVID-19 crisis?

Lea Klipfel: Digitalization and exponential technologies such as the cloud, the Internet of Things, and artificial intelligence had already drastically changed the way we work and live even before the COVID-19 pandemic. Companies are being forced to reinvent themselves, and consumers increasingly want to know what they’re supporting. This means that the topic of corporate purpose—or «purpose»—has been relevant long before the pandemic. But it’s true: “Let there be change” is particularly apt today. Economies and entire industries need to be rebuilt. We’re focused on the kind of change that makes success and survival possible in the first place—that’s what we want to emphasize above all else.

 

What exactly does the new tagline mean, and what trends is it meant to reflect?

We’re not talking about trends, but about change—both profound and subtle. The concept of change that we’re using here not only represents the power and beauty of the new, but also reflects the depth and breadth of Accenture’s expertise. There’s no need to fear change or societal and technological upheavals—instead, we should view both as opportunities.

 

Accenture is generally known as a management and strategy consulting firm. What challenges has this new direction presented for you as the Marketing and Communications Lead in Switzerland?

I started in my new role at virtually the same time as the reorganization. For me, it was an incredibly exciting start: I joined Accenture Switzerland in November 2019, just two months after Julie Sweet, our global CEO, had taken office. Everyone was eager to hear her visions and ideas, which were then implemented at a pretty breathtaking pace. Of course, practically nothing stayed the same, and things I learned on day one were already almost irrelevant by day two (laughs). So I’m sure you can understand why it’s paid off for my team and me to stay flexible.

 

«What I learned on day one was hardly relevant by day two.»

 

Do your company’s efforts also reflect a desire to differentiate itself even more strongly from other consulting firms—especially the «Big Four»?

Very much so, in fact: I think our strategic approach—which brings together different teams from various services and practices into an end-to-end offering—is quite unique. We don’t just hand over a strategy document and walk away before implementation at the client’s site. Our offering ranges from strategy development to consulting on the technological tools needed to execute the strategy, through implementation, support, and ultimately successful marketing—in other words, the agency’s full service. And which competitor can claim to have the world’s largest digital agency? None, because that’s us—Accenture Interactive.

 

However, rebranding your company isn't the only major project you've helped lead in recent months. Accenture has also used this time to prepare two in-depth studies that have just been released. Can you tell us more about them?

I’m happy to do this because I believe these studies are useful far beyond individual industries and can provide important guidance to many professionals—especially in the current situation. So: As you may know, the design and innovation consulting firm Fjord is part of Accenture; which recently published its trends for 2021 under the theme «Mapping out new territory.» These are seven major changes that we see as currently unfolding; some of them are already part of our everyday lives, both professionally and personally.

 

At the same time, your company is thinking about what the future of work might look like, right?

Yes, in the «work.lead.space» study, we teamed up with partners like Vitra to conduct a thought experiment: How do we want to do our work in the future, where do we want to do it, and what kinds of spaces do companies need to create? And even: What kind of furniture will we need for that? It’s a really, really exciting project.

 

«I experienced some particularly meaningful moments during my own COVID-19 infection.»

 

As we speak, it has been one year since the coronavirus first emerged on an international scale. How did you experience the past year?

Let's not beat around the bush—2020 was a challenge for all of us. We have to cope with many restrictions and give up some of our freedoms, but on the other hand, this makes the little things matter more again.

Even though the virus has physically separated us, we’ve all grown closer as people—whether through coworkers whose families have popped up on video calls, or through long phone calls with friends and family. This is a lasting, beautiful development that we must not forget amid all the challenges. I experienced particularly precious moments during my own bout with COVID-19… so many dear people from my personal and professional circles supported me and brought me great joy with small gestures. That made the fact that I was essentially «locked up at home» for over two weeks much more bearable.

 

Have any of your views regarding your business changed in recent months?

I’ve always lived by the maxim «Nothing is as constant as change,» and my ability to adapt to new things has actually accelerated during the pandemic. As a leader, however, this also means making sure that everyone has access to the information and resources they need to keep up with the pace. In practice, this means for me: communicating in a more sensitive and educational way, and sparking curiosity and enthusiasm.

Has your approach to marketing and communication changed?

In our industry, holistic marketing and communication are still possible—but of course, in-person meetings at events are currently off the table. This is and remains an important tool for bringing service marketing to life and offering customers unique experiences. Unfortunately, something like that is hard to replace, but we’d be wise to create virtual experiences as well. With our Extended Reality Studio here in Zurich, we have in-house experts who create digital event spaces using virtual or augmented reality. We make extensive use of this for workshops, conferences, or even the occasional “bar talk.” In two seconds, you can go from a workshop in the Swiss Alps to a cocktail reception at the Salesforce Tower in San Francisco—complete with fireworks—all it takes is a single click.

 

«Even in networking, there's a »ghetto mentality' based on gender in the 'Old Boys' or 'Ladies' networks."

 

You’ve built a career in marketing as a woman. At the CMO level, there still aren’t too many female colleagues in Switzerland. Why do you think that is?

That really is a shame. A more diverse gender balance would certainly benefit the industry. One thing is certain—it’s not because of the nature of the job (laughs). That’s actually incredibly exciting, for both men and women. Personally, I think this is directly linked to three factors—first, family policy: Childcare is still very expensive if you have to arrange it externally, and there’s no gender-neutral parental leave model that would make private childcare easier. Second, an «old» understanding of gender roles often still prevails: Women sometimes face significant disadvantages in their careers that stem from gender stereotypes that have long since been considered outdated in other areas of life. And finally, there’s also something like «gender-segregated thinking» when it comes to networking.

 

That sounds interesting. What exactly do you mean by that?

I don’t want to step on anyone’s toes, but we’re all well aware of the networking that takes place within «old boys» networks« and, by now, »women’s networks” as well. Here, too, I’d like to see more diversity and openness on both sides. That’s why I’m all the more pleased to be working at Accenture, a company that has embedded diversity and equality in its core values and acts accordingly.

---

Lea Klipfel has been Accenture’s Marketing and Communications Lead in Switzerland since November 2019. She has over ten years of experience in services marketing: Before joining Accenture, she built up the marketing and communications department at the Software-as-a-Service startup 1plusX. Previous roles include serving as Head of Marketing at the Swiss Insurance Association and working as a Marketing Specialist in Deutsche Bank’s Private Banking division. Lea Klipfel studied International Business and Languages at Saxion University of Applied Sciences in Enschede (Netherlands) and earned her master’s degree in Business Management with a focus on «Innovation Management» from the Swiss Distance Learning University.