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Accenture CEO Julie Sweet Says New Brand Campaign Is About Embracing Change

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Accenture is launching what it’s calling the company’s biggest brand change in a decade, aided by a $90 million annual media budget that’s triple the normal spend.

The campaign, titled “Let There Be Change,” was developed by creative agency Droga5, which Accenture acquired last year. The campaign was developed alongside a new strategy, as well as a new purpose “to deliver on the promise of technology and human ingenuity.”

Click here to read the story at forbes.com.

Discussion Questions:

  1. What is a budget?
  2. Why do you think brands have marketing budgets?
  3. What type of company is Accenture?
  4. According to this story, how much is Accenture spending on the new “Let There Be Change” campaign compared to what they typically spend on marketing?
  5. Why do you think the company is investing so much in this particular campaign?
  6. What do you think Accenture hopes to accomplish with this campaign?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.

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