Accenture unveils global campaign, created by Droga5 and tripling media spend

Accenture has unveiled a new global campaign, developed by the iconic creative agency it acquired last year, Droga5, and touted as its biggest brand move in more than a decade.

2020’s significant economic and social shift has triggered the consultancy’s sweeping new campaign, ‘Let there be change’, which the business said will triple the company’s annual media spend to USD$90m.

Accenture’s ‘Let There Be Change’ brand campaign

As part of the campaign, the ‘Let there be change’ branding will guide the company’s strategy and priorities.

CEO Julie Sweet said the impact of COVID-19 made Accenture rethink and reimagine its strategy and purpose.

“Exponential changes in technology were transforming the way we work and live before COVID-19, and now its impact has raised change to a new level, requiring companies to reimagine everything and requiring economies and entire industries to rebuild,” she said.

“In this moment, to emerge stronger, there is only one choice: embrace change and ensure that it benefits all—your customers, people, shareholders, partners and communities.”

Accenture’s chief marketing and communications officer, Amy Fuller, said the company is following the advice it gives to clients: “act with great agility and boldness”.

“Our new campaign departs from convention to both capture our new purpose and give voice to today’s—and tomorrow’s—most pressing question: How can we help our clients embrace change to better businesses, communities, and lives?”

The ‘Let there be change’ campaign launches across Accenture’s internal and external digital properties, through television and online advertising, including global social media campaigns across the Americas, Europe and Asia.

The campaign and its creative assets also leverage the Accenture symbol—“>”—which has been part of the company’s logo for more than 20 years.

“From a creative perspective, this was a massively exciting brief and opportunity,” Droga5 founder and creative chairman, David Droga, said.

“More than just creating a new purpose and campaign, we worked closely with leadership teams, people and clients around the world at every step to help shape the future of our company. This marks a bold evolution for all of us at Accenture.”

Droga5 closed its Sydney operations in 2015, and sold to Accenture after Droga notably told Mumbrella Asia in 2017: “I’m not interested in selling. Every man, cat and his dog has tried to buy us. I wasn’t trying to build something to sell.

“But we love our independence. We call our own shots. We are at the mercy of our own genius or stupidity, not some boardroom we have no influence on or a stock price. That’s powerful and motivating. It ensures we make decisions based on our ethos and not an annual report. Hopefully, people see that in our work. It is no coincidence that independent agencies do better work.

“I’m not saying every independent is great and every multinational is terrible. When I worked at other companies before Droga5, no matter how high I got in the food chain I always felt puppet strings above me. You know mate, I’m a control freak. I like my own thing.”

With the transaction, Droga5 joined creative agency The Monkeys in the Accenture stable, which was acquired by the consultancy for $63m in 2017.


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