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BMA Marketing Innovators: Accenture succeeds with 'disruptive' advertising

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Chicago—Teresa Poggenpohl, senior managing director-global image at Accenture, highlighted the global management consultancy's commitment to “disruptive” advertising Thursday at a Business Marketing Association seminar here. “B-to-b advertising can seem like a sea of sameness,” Poggenpohl said. “We use disruption as a way to stand out in the marketplace.” Accenture's most recent advertising campaign (from TBWA Worldwide, New York) uses case studies condensed into one-sentence messages, combined with striking images. According to Poggenpohl, the campaign has expanded the breadth and depth of what potential clients know about the brand. Additionally, clients said the ads made them want to learn more about Accenture, she said This is at the heart of the disruption concept. “We strive to be a memorable brand,” Poggenpohl said. “Disruption is not interruption ... it's an invitation.” For smaller b-to-b brands looking to become more engaging and inviting in their advertising, Poggenpohl ended with some advice. “Do fewer things bigger and better,” she said.
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