Droga5 has given its parent company, Accenture a sweeping brand campaign in line with its new company purpose, designed to inspire organisations to embrace change to create more value for the benefit of all.
The new brand campaign, Let there be change, depicts change, both seismic and small, optimistically capturing its power and beauty and reflecting the depth and breadth of Accenture’s expertise.
“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,” stated Julie Sweet, chief executive officer, Accenture. “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.”
To accompany the campaign, Accenture is pioneering 360° Value, a program to help clients transform and reinvent their businesses, reskill their employees, or become more sustainable. This builds on Accenture’s successful rotation to the New with approximately 70% of its business now in digital, cloud and security, which it feels is critical at a time when scale matters to help its clients transform their entire enterprises.
“We are following the same advice we give our clients in this time of relentless change: act with great agility and boldness,” stated Amy Fuller, chief marketing and communications officer, Accenture. “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?’”
Droga5’s campaign has launched across all of Accenture’s internal and external digital properties, through television and online advertising, and in social media campaigns across the Americas, Europe and Asia. The new creative incorporates the Accenture symbol, >, which has been part of the company’s logo for more than 20 years and will affect every touchpoint.
“From a creative perspective, this was a massively exciting brief and opportunity,” stated David Droga, founder and creative chairman, Droga5. “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.”