Accenture has launched a sweeping new brand campaign and a new company purpose with the goal of inspiring organizations to embrace change for the sake of value creation. It's the global firm's biggest brand move in a decade, the company recently announced.
The new campaign, dubbed "Let there be change" will see Accenture's annual media spend triple to $90 million. The campaign was developed with help from creative agency Droga5, which is part of Accenture Interactive. The campaign aims to depict both large and small change as a good thing, and as something that companies can leverage to their benefit.
"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," says 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."
In support of these efforts, Accenture is pioneering "360° Value" to help clients transform and reinvent their businesses, re-skill employees, or move towards sustainability. This follow's the firm's recent pivot to "the New," with 70% of its business now focused on digital, cloud, and security.
Accenture has been living by its embrace change mantra internally, as well. Last year alone the company invested nearly $900 million in training and development, $1.5 billion in acquisitions, and nearly $900 million more in research and development. The company also recently announced the launch of Accenture Cloud First, a multi-service group of more than 70,000 cloud professionals into which Accenture will invest $3 billion over the next three years.
The new brand campaign will launch across all of Accenture's digital properties, both internal and external, through television and online advertising, including social media campaigns across the Americas, Europe, and Asia.
"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?"
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