Accenture and Droga5 Spotlight the Transformative Power of Technology
Today, Accenture, in partnership with creative agency Droga5, launched “Reinvented with Accenture,” a new global campaign highlighting how the company is working with clients to drive some of their most significant business reinventions, including through the transformative power of technologies like generative AI. The company’s new platform looks to bring Accenture to the world as an active brand, giving its most iconic asset a more immediate role in culture: A doer that makes an impact alongside the biggest businesses (over 9,000+ clients) in the world, as well as across real world applications and as a fixture in our day to day lives.
“This campaign is about our clients. It celebrates the world's most forward-thinking companies and showcases how, together, we push boundaries and shape the future of industries,” said Jill Kramer, chief marketing and communications officer, Accenture. “Whether our clients are reinventing a part of their business or their entire business, this campaign helps us demonstrate the breadth, depth and scale of our work in a way we’ve never done before.”
The creative process for the campaign began with creating a new, flexible system that could be applied to every type of reinvention. It started with a highly sophisticated design system that is clean and modular, clearly highlighting the capabilities of what Accenture can do for businesses. The design consciously evokes a work-in-progress-like feel to communicate the building Accenture is doing with each client, along with the computational-inspired imagery that evokes Accenture's technology and industry expertise.
“Early on, we had this insight that Accenture was an amazingly powerful "ingredient" in the world of business,” said Giancarlo Rodas Garay, ECD at Droga5. “We had this challenge of how to give ourselves credit while highlighting our clients as the Reinventors they are. Partnering with Fortune to reinvent the iconic Fortune 500Ⓡ list was a sort of symbolic starting place. This is not us claiming that we reinvented the world; rather, we want the world to understand that Accenture is the most significant partner for people who can reinvent and better the world.”
Storytelling-wise, Accenture is shifting its impact beyond the business world to feature the human benefit of reinvention. From the every day to life changing moments, one simple headline construct allows us to tell approachable, digestible stories of human impact. The copy is audacious, yet clear, owning reinvention via a repeatable construct headline: “Together, we reinvented _____” allowing Accenture to showcase a myriad of impressive clients and stories.
“The sheer scale of Accenture and its influence is mind-boggling. 9,000 clients in 120 countries. And connections to almost any industry you can think of,” said Neil Heymann, global chief creative officer, Accenture Song. “Together with Droga5, we aimed to create a system that would simply and elegantly show what we do with and for our clients. One example at a time, we plan to demonstrate the business reinvention that Accenture and our clients are driving.”
The new campaign kicks off with Accenture's work with BBVA and Fortune, with additional client stories to be regularly released throughout its duration. Accenture's collaboration with BBVA used digital technologies to help the bank become one of the world's most customer-centric financial institutions, resulting in a remarkable 117% growth in new customers in the last few years. Accenture helped BBVA reinvent its digital sales capabilities and operations, consolidate its agency networks across geographies and use hyper-personalization to reach each individual customer. Ultimately, this digital transformation empowered millions of BBVA customers with the confidence needed to make financial decisions. Accenture collaborated with global business publication Fortune to develop Fortune Analytics, an AI-powered product, custom built and trained on more than 20 years of data from the iconic Fortune 500 and Fortune Global 500 lists.
Fortune Analytics also leverages decades of the publication’s trusted business journalism in an easy-to-use AI tool that can create data visualisations and deliver powerful insights. Designed for the purpose of analysing companies, industries, trends, and the world of business, Fortune Analytics is a clear and compelling use of Gen AI to enable new ways to understand and present complex data. Fortune plans to launch the product in beta by June 4th.
"Reinvented with Accenture" will launch across all of Accenture's internal and external digital platforms, as well as through television, digital advertising, paid social, print, out-of-home, and partner channels in the United States and the UK, and is an expansion of Accenture's current brand platform, "Let There Be Change," introduced in 2020, also created by Droga5. Accenture’s digital and social properties will also feature groundbreaking client reinvention stories from BT Group, Gerando Falcões, Marriott, smart and more.
As part of the campaign, Accenture chair and CEO Julie Sweet will host exclusive conversations across Accenture’s digital properties with innovative CEOs to discuss how they are driving reinvention to propel their businesses forward.
Accenture currently ranks as one of the top business-to-business brands on Interbrand’s ranking of the top 100 global brands and has nearly doubled its brand value from $12 billion to $21.3 billion since 2016.
