"Change": Accenture realizes biggest repositioning in ten years
The consulting firm Accenture is launching the «Let There Be Change» campaign and presenting its redefined corporate purpose—developed in collaboration with Droga5.
As part of its biggest repositioning in a decade, Accenture today launches a comprehensive brand campaign and unveils its new purpose. Accenture wants to inspire other organizations to see change as an opportunity to create more value for the benefit of society as a whole. For its largest brand campaign to date, "Let there be change", the consulting firm will triple its annual media spend to 90 million US dollars. The campaign symbolizes change, both profound and small. It was developed in collaboration with the agency Droga5, which is part of Accenture Interactive.
"Exponential technological changes were already transforming the way we work and live before COVID-19. But now the impact of the pandemic is taking change to a new level. Companies are being forced to reinvent themselves. Economies and entire industries need to be rebuilt," explains Julie Sweet, Chief Executive Officer of Accenture. "There is only one way to emerge stronger from this crisis: embrace change and ensure that it benefits all clients, employees, shareholders, partners and the community."
To achieve this shared success, Accenture is leading the way in "360-degree value creation", helping clients transform their own organization, redefine their business, retrain employees or become more sustainable. This is the next step after Accenture's focus on new technologies.
New corporate purpose and new brand
Accenture's purpose, to deliver on the promise of technology and human creativity, drives the company's strategy, its priorities and the opportunities it creates for its people. The purpose and brand are based on a formula for market leadership: embracing change and continuously developing the business.
The brand campaign launches simultaneously across all of Accenture's internal and external digital presences - through television and online advertising, including social media campaigns in the Americas, Europe and Asia. The campaign utilizes Accenture's ">" symbol, which has been part of the company logo for more than 20 years and influences every touchpoint.
