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BtoB's Best - Single Print Ad: Accenture

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Accenture Agency: TBWA/Chiat/Day, Chicago Campaign: “Accenture High Performance. Delivered” Launch date: November 2011 Creative credits: Art director: Antony Bennett; copywriter: Brad Roseberry Why we liked it: For a consulting company, the proof is in the client case studies—how it helped a business make money, save money, expand to new markets, streamline processes. Accenture wisely puts what it did for client Caterpillar front and center in this print ad. Even better, it uses numbers in the ad's headline: “Over 300% growth in Asia Pacific and a mountain of success for Caterpillar.” Copy details how Accenture helped its client achieve that big number. The ad's art direction and visuals are similarly direct and effective, showing a Caterpillar front-loader in action and placing Accenture's large, red “greater-than” logo in the center of the ad. It draws the reader's eye to the center of the page and calls attention to the campaign tagline: “High performance. Delivered.”
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