ACCENTURE BEGINS GLOBAL IDEA CAMPAIGN
By Adnews Staff
Accenture broke a new global advertising campaign in Canada yesterday based on the tagline "I am your idea". The branding initiative will run in 31 countries, promoting the company as being able bring their clients' ideas to life. Print and television advertising targets senior executives. The creative is intended to illustrate the potential strength of an idea. In one television spot, a man walks home from work along an empty street. Each lamppost and store window lights up as he passes. A voice representing his idea says to him, "You can't ignore me. I'm what keeps you up at night." A series of print ads in newspapers and in major airports depict ideas coming to people in various locations, including a golf course, a train station and a highway. The ads also present a number of case studies of companies that have used Accenture's services. In Canada the campaign will run on TSN and Global, in The Globe and Mail, the Ottawa Citizen, ROB magazine, National Post Business magazine and trade publications during the spring and summer. The campaign was created by Young & Rubicam of New York and adapted for Canada by Young & Rubicam of Toronto.