Title: Partner-global advertising and brand management
Key b-to-b client: Accenture
Years in the media business: 16
Most unusual media placement in the past 12 months: Sponsorship on Boeing’s Connexion, which provides Internet access on commercial jets
Top Trend: “[Placing targeted ads on] the Internet is probably the low-hanging fruit.”
Tiger Woods may have fallen to No. 2 in the world golf rankings (trailing Vijay Singh), but Accenture is still thrilled in aligning itself with the golfer and the associated tagline “High performance delivered,” says Teresa Poggenpohl, Accenture’s partner-global advertising and brand management.
For Poggenpohl, the main goal is to reach Accenture’s target audience—senior executives working for the Fortune 500—in the most efficient and effective way possible. To that end, Accenture’s own proprietary media research is a valuable tool at her disposal. “We do a lot of proprietary research, which helps us direct our spending,” Poggenpohl said. “It helps us be much more progressive than our competitors who are relying on syndicated research.”
That research has yielded some key insights, she said. For instance, it showed that executives not only read, not surprisingly, The Wall Street Journal and The New York Times, they also pay attention to USA Today, both when at home and on the road. “They rely on USA Today to provide them with headlines and give them a snapshot of what’s going on around the world,” Poggenpohl said. “That was a huge insight for us.”
Accenture has also devoted a large amount of its media spending to the Internet, largely because of its ability to target. Poggenpohl singled out the capabilities of Forbes.com to hit precise targets on its Web site in terms of geography and other demographic information. “The Internet gives us an opportunity to target audiences much more efficiently,” she said. “We’re more efficient at targeting small groups of potential clients at very low cost … It’s astounding, the impact, frankly.”
The most visible of Accenture’s marketing efforts are its affiliation with Woods and the PGA Tour. The company sponsors the Accenture Match Play Championship, which was, fortuitously, Woods’ only win this year. The company also runs its advertisements featuring Woods and the slogan “Go ahead. Be a Tiger,” on PGA Tour broadcasts.
“We do primarily cable,” Poggenpohl said. “That’s the only broadcast we do.”
She strives to make sure that even Accenture’s television buys are as targeted as possible. The company buys early morning and evening dayparts on CNBC, CNN and other cable networks.