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BtoB's Best Marketers: Teresa Poggenpohl, Accenture

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Teresa Poggenpohl has been with global management consultancy Accenture for 26 years, starting back in the days when it was called Andersen Consulting. The company adopted its current name in 2001, and Poggenpohl has been instrumental in helping build the Accenture brand and image around the world. Last November, Accenture launched the newest phase of its ad campaign “High Performance. Delivered,” created by TBWA Worldwide, New York, which Accenture named its creative agency of record last year. “Our big goal—now that the rebranded company was 10 years old—was how could we elevate the business contribution of our advertising,” Poggenpohl said. “We have seeded awareness of Accenture around the world, so we wanted to take on the goal of demonstrating the depth and breadth of our capabilities, and what we deliver to our clients. The key idea is to have the mind share of our clients and prospects, so that no matter what business challenges they are facing, they think of Accenture first.” This year, Poggenpohl continued to expand the “High Performance. Delivered” campaign, which features case studies of such clients as Caterpillar Inc., Marriott International, Unilever and Warner Bros. Accenture used television, print, online, events and out-of-home ads in the campaign this year. “Airport is a huge anchor for us,” Poggenpohl said. “Our target audience travels constantly, and it gives them such confidence in our brand to see our advertising and brand portrayed consistently from market to market. They can get on a plane in New York and end up in India and see the same Accenture brand.” In addition to the brand campaign, Accenture rolled out print and online ads for specific business areas, including analytics, cloud services and mobility. Another top priority for Poggenpohl this year was continuing Accenture's Skills to Succeed corporate social responsibility initiative, which is committed to training 250,000 people around the world in skills to help them find new jobs or start their own businesses.
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