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BtoB

Tiger Woods goes b-to-b in Accenture campaign

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New York--Accenture announced Friday the launch of an ad campaign featuring PGA golfer Tiger Woods and the tagline, “Go on. Be a Tiger.”

The endorsement marks Woods’ first agreement with a b-to-b marketer. The campaign, which will appear in 27 countries, includes print, TV and airport ads. It kicks off today with TV spots during World Golf Championships-American Express Championship on ESPN.

Print ads are scheduled to appear in a The New York Times, USA Today, Financial Times, The Wall Street Journal, BusinessWeek, Fortune, Forbes, The Economist, The Globe & Mail, Australian Financial Review, Frankfurter Allgemeine, Le Figaro, Il Sole 24 Ore and Expansion.

The campaign introduces a new slogan, “high performance delivered.” It succeeds “innovation delivered,” which was part of the company’s “I am your idea” ad campaign introduced in February 2002.

Young & Rubicam, New York, produced both campaigns.

--Sean Callahan

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