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Accenture turns to Tiger for global marketing effort

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James Murphy
Title:
Global manager of marketing & communications
Company: Accenture
Years in current job: 11
Quote: “… obviously Tiger [Woods] was top of our list.”


Four years ago, a strike by the Screen Actors Guild interfered with James Murphy's handshake agreement with Tiger Woods to use the golfer in ads touting the company's rebranding.

Murphy, who led Accenture's repositioning effort, doesn't give up easily. When the company last year sought to develop an integrated marketing program for its high performance business strategy, Murphy went back to Woods. "As our business strategy evolved, we looked around and said, `Who's the symbol of high performance?' and obviously Tiger was top of our list," Murphy said.

The resulting campaign, with its tagline, "Go on. Be a Tiger," puts a highly recognizable face on an integrated global marketing program that seeks to reinforce Accenture's expanded abilities in helping clients improve their overall business performance.

Beyond the advertising in 27 countries, Accenture expanded its direct marketing program, added conferences and sponsorships and dropped the year-old tagline "Innovation delivered" in favor of "High performance. Delivered." Event sponsorship centers around performance-driven events such as professional golf and the Chicago Marathon. Its research center also was renamed to tie in with the idea of high performance.

In addition, the Accenture Web site was made more interactive in an effort to showcase its wealth of research, clients' stories and dozens of case studies in the 22 industries that Accenture serves. Users can personalize the site to receive current information and regular updates on topics pertinent to them.

"We've developed knowledge of what makes companies tick, what has made companies in those industries successful," Murphy said. "We're documenting that and taking those stories to clients. We talk to a CEO about how are [they] going to be a high performer."

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