| Title | Interpretation vs Information |
| Agency | Y&R London |
| Campaign | We know what it takes to be a Tiger - Accenture |
| Advertiser | Accenture |
| Brand | Accenture |
| Date of First Broadcast/Publication | 2006 / 1 |
| Business Sector | Business Services |
| Tagline | We know what it takes to be a tiger |
| Story | SUMMARY: To win business in the management consulting, technology services and outsourcing market, topping the consideration list is crucial. Accenture’s communications had to help it own the category in a distinctive, relevant and compelling way, reaching and impressing the demanding and results-driven “Change Drivers” who occupy the ‘C-Suite’ (i.e. CEO, COO, CFO, etc.) in the world’s largest companies. The campaign also needed needed to increase Accenture’s brand valuation YOY and help to increase revenue, achieve higher margins and deepen existing client relationships. he idea of ‘High Performance Delivered’ was created to brand the unique type of success that Accenture can help deliver for its clients. Tiger Woods was employed as the personification of high performance, based on insights from Accenture’s unique High Performance Business research program, connecting powerfully with the results-driven target audience. Featuring out-of-home, print, TV, radio and online media, the campaign ran in France, Germany, Spain, Italy and the UK, with an overlay of pan-European activity, to reach a frequently travelling audience, whose common mindset transcends borders, at multiple touch points. Relevant editorial content, such as CNN International’s Charting Success editorial vignettes, was used to reinforce Accenture’s ‘High Performance Delivered’ brand positioning. ‘We know what it takes to be a Tiger’ campaign has either doubled or trebled consideration in each of the core markets, working seamlessly across a large geographic area at greater cost effectiveness and lower spend than key competitors. Accenture’s brand valuation increase objective was met and exceeded while global net revenue saw growth in line with objectives. Retention of the campaign was excellent - all of Accenture’s top 100 clients have now been working with the company for at least 5 years. Additionally, spontaneous message recall of the campaign was significantly up, exceeding that of Accenture’s most successful prior campaign. |
| Media Type | |
| Market | France, United Kingdom, Italy, Spain |
| Actor / Celebrity | Tiger Woods |
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