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BtoB's Best Marketers: Teresa Poggenpohl, Accenture

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Stopping people in their tracks is exactly the response Teresa Poggenpohl, senior managing director-global image at Accenture, was looking for with the latest ads in its “High Performance. Delivered” campaign from TBWA Worldwide, New York. “The visuals are disruptive,” she said. “If you look at it quickly you'd think it's consumer marketing.” Featuring bright, engaging images, the ads bring to life how Accenture has helped its customers in various industries achieve business success. For example, an ad promoting its relationship with Marriott shows an underwater close-up of guests wearing flip-flops and reads: “We helped Marriott reach $7 billion in annual sales online. So their guests can go offline even faster.” Another ad discusses how Accenture helped Caterpillar achieve 300% growth in the Asia Pacific region. The ads aim to drive people to Accenture's website where they can read more about the various case studies. The campaign's digital ads recently took Best in Show honors at the Chicago chapter of the Business Marketing Association's Tower Awards. The clever, eye-catching ads “give the audience an idea of what it's like to work with us,” Poggenpohl said. The campaign is running in 36 countries with print, TV, online and out-of-home ads. Mobile is also something in which Accenture is invested. Last year, BtoB honored Accenture's Outlook Journal iPad app, which has been downloaded by more than 12,000 people. Outlook Journal features stories on global management and technology, along with videos and other interactive content. Accenture's approach to mobile, Poggenpohl said, is to achieve “a seamless experience,” whether people are accessing its site from their smartphones, tablets or other devices. Accenture often partners on business with such tech companies as Cisco Systems, Oracle Corp. and Saleforce. It recently linked up with SAP to be the central contact for SAP's HANA in-memory database platform. It's also building out its own digital capabilities. It recently acquired Acquity Group and digital design shop Fjord. The additions are designed to complement its strength in technology, digital strategy and analytics, Poggenpohl said, “to make sure we have end-to-end capabilities.”
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