As someone who’s been in the marketing game for quite some time, I’ve seen my fair share of campaigns come and go. Some make a splash, others barely create a ripple. But every once in a while, a campaign comes along that truly changes the game. Today, I want to talk about one such campaign that caught my eye and, in my opinion, stands out as the most innovative marketing effort from a UK professional services company in recent years.
I’m talking about Accenture’s “New. Applied. Now.” campaign, which launched in 2017 and has since evolved into a comprehensive brand strategy. This campaign isn’t just about flashy adverts or catchy slogans; it’s a masterclass in how a professional services firm can reinvent its image, connect with clients on a deeper level, and drive real business results.
The Genesis of “New. Applied. Now.”
Before we get into the nitty-gritty of the campaign, let’s set the scene. Accenture, a global professional services company with a significant presence in the UK, found itself at a crossroads in 2017. The business landscape was changing rapidly, with digital transformation, artificial intelligence, and the Internet of Things reshaping industries at breakneck speed.
Accenture realised that to stay relevant, it needed to position itself not just as a consultancy, but as an innovation partner capable of helping clients navigate this new, complex world. Enter “New. Applied. Now.” – a campaign designed to showcase Accenture’s ability to deliver tangible innovation and real-world solutions.
The Campaign Strategy
At its core, “New. Applied. Now.” is about demonstrating Accenture’s capacity to turn new ideas and technologies into practical applications for businesses – and to do it quickly. The campaign was built around three key pillars:
- New: Highlighting Accenture’s cutting-edge thinking and innovative solutions.
- Applied: Emphasising the company’s ability to implement these solutions in real-world scenarios.
- Now: Stressing the urgency and immediacy of innovation in today’s fast-paced business environment.
What sets this campaign apart is its holistic approach. It wasn’t just about creating a new tagline or running a series of adverts. Accenture overhauled its entire brand strategy, from its visual identity to its content marketing efforts, all aligned with the “New. Applied. Now.” message.
The Execution
One of the most impressive aspects of this campaign is its multi-faceted execution. Accenture didn’t just rely on traditional advertising channels; they created a comprehensive ecosystem of content and experiences to bring their message to life.
Digital Transformation
The campaign heavily leveraged digital channels, reflecting Accenture’s expertise in digital transformation. The company revamped its website (https://www.accenture.com) to align with the new brand identity, creating an immersive digital experience that showcased innovative case studies and thought leadership content.
Content Marketing
Accenture doubled down on content marketing, producing a wealth of high-quality, thought-provoking material. This included whitepapers, research reports, and articles on cutting-edge topics like blockchain, AI, and the future of work. For example, their “Accenture Technology Vision” report (https://www.accenture.com/gb-en/insights/technology/technology-trends-2023) became a go-to resource for business leaders looking to understand emerging tech trends.
Experiential Marketing
Perhaps the most innovative aspect of the campaign was its use of experiential marketing. Accenture created “Innovation Hubs” in major cities around the world, including London. These spaces serve as living demonstrations of the “New. Applied. Now.” ethos, allowing clients to experience Accenture’s innovative solutions firsthand.
Partnerships and Sponsorships
Accenture strategically partnered with organisations that reinforced its innovative image. For instance, they became the Official Technology Partner of the RBS 6 Nations Rugby Championship, using this platform to showcase how technology can enhance the fan experience and improve player performance.
The Results
Now, I know what you’re thinking – all this sounds great, but did it work? The short answer is a resounding yes. Let’s look at some numbers:
- Brand Value: According to Interbrand’s Best Global Brands 2022 report, Accenture’s brand value increased by 19% year-on-year, reaching $20.4 billion (https://interbrand.com/best-global-brands/). This growth can be largely attributed to the success of the “New. Applied. Now.” campaign in repositioning Accenture as an innovation leader.
- Revenue Growth: In the fiscal year 2022, Accenture’s revenue grew by 22% in local currency to $61.6 billion. The UK market, in particular, saw strong growth, with revenues increasing by 27% in local currency (https://newsroom.accenture.com/news/accenture-reports-very-strong-fourth-quarter-and-full-year-fiscal-2022-results.htm).
- Client Satisfaction: Accenture’s Net Promoter Score, a key measure of client satisfaction, increased by 3 points in fiscal year 2022, indicating that the campaign’s message of innovation and practical application resonated with clients.
- Talent Attraction: The campaign also had a positive impact on Accenture’s ability to attract top talent. In 2022, the company added 100,000 people to its workforce, many drawn by Accenture’s reputation for innovation (https://newsroom.accenture.com/news/accenture-reports-very-strong-fourth-quarter-and-full-year-fiscal-2022-results.htm).
- Digital Engagement: The revamped Accenture website saw a 25% increase in organic traffic and a 30% increase in time spent on the site, indicating that the new content strategy was effectively engaging visitors.
Why It Worked
So, what made this campaign so successful? In my view, there are several key factors:
Alignment with Business Strategy
“New. Applied. Now.” wasn’t just a marketing campaign; it was a reflection of Accenture’s overall business strategy. The company was genuinely investing in innovation and digital transformation capabilities, and the campaign served to highlight these strengths.
Consistency Across Touchpoints
Accenture ensured that the “New. Applied. Now.” message was consistently applied across all touchpoints – from their website and social media to their physical innovation hubs and client presentations. This consistency reinforced the message and created a cohesive brand experience.
Focus on Tangible Results
Rather than making vague promises about innovation, the campaign focused on concrete examples of how Accenture was helping clients achieve real-world results. This practical approach resonated with business leaders looking for partners who could deliver measurable outcomes.
Thought Leadership
By producing high-quality content on cutting-edge topics, Accenture positioned itself as a thought leader in the digital transformation space. This not only attracted potential clients but also helped to attract top talent to the company.
Experiential Elements
The creation of Innovation Hubs and the use of partnerships like the RBS 6 Nations sponsorship allowed Accenture to bring its “New. Applied. Now.” message to life in tangible ways. This experiential approach helped to make the somewhat abstract concept of innovation feel more real and accessible to clients.
Lessons for Other Professional Services Firms
While not every company has Accenture’s resources, there are valuable lessons here for professional services firms of all sizes:
- Align marketing with business strategy: Your marketing efforts should reflect and support your overall business goals and capabilities.
- Focus on tangible results: In the professional services world, clients are looking for partners who can deliver real-world outcomes. Make sure your marketing highlights concrete examples of how you’ve helped clients achieve their goals.
- Invest in thought leadership: Producing high-quality, insightful content can help position your firm as an expert in your field and attract both clients and talent.
- Create immersive experiences: Look for ways to bring your services to life for clients, whether through digital experiences, events, or partnerships.
- Be consistent: Ensure your brand message is consistently applied across all touchpoints to create a cohesive brand experience.
The Evolution of “New. Applied. Now.”
What’s particularly impressive about Accenture’s “New. Applied. Now.” campaign is how it has evolved. Rather than resting on their laurels, Accenture has continued to refine and expand the campaign to keep it fresh and relevant.
In 2019, for example, they launched the “Let There Be Change” initiative as an extension of “New. Applied. Now.” This new phase of the campaign focused on Accenture’s ability to help clients navigate change and uncertainty – a message that became particularly relevant during the COVID-19 pandemic.
More recently, Accenture has been using the campaign to highlight its commitment to sustainability and responsible business practices. They’ve produced a series of case studies and reports showcasing how they’re helping clients achieve their sustainability goals through innovative technologies and strategies.
This evolution demonstrates another key lesson for professional services firms: the importance of adaptability. The most successful marketing campaigns are those that can evolve with changing market conditions and client needs.
The Role of Employee Engagement
One aspect of the “New. Applied. Now.” campaign that I find particularly noteworthy is how Accenture engaged its own employees in the initiative. They recognised that for the campaign to be truly successful, it needed to be embraced internally as well as externally.
Accenture launched an extensive internal communications programme to ensure that all employees understood the new brand positioning and could articulate it to clients. They created training modules, held workshops, and even gamified the learning process to make it more engaging.
The result? Accenture’s employees became powerful brand ambassadors, reinforcing the “New. Applied. Now.” message in their day-to-day interactions with clients and prospects. This internal alignment was crucial in ensuring that the campaign’s promises were delivered in practice.
The Impact on Recruitment
Another interesting outcome of the “New. Applied. Now.” campaign was its impact on Accenture’s recruitment efforts. By positioning itself as an innovation leader, Accenture was able to attract a new generation of talent – particularly those with skills in emerging technologies like AI, blockchain, and cloud computing.
Accenture reported a 20% increase in job applications following the launch of the campaign, with a particularly strong uptick in applications for technology-focused roles. This influx of fresh talent has helped to further reinforce Accenture’s position as an innovation leader, creating a virtuous cycle of attraction and delivery.
The Challenges
Of course, no campaign is without its challenges, and “New. Applied. Now.” was no exception. One of the main hurdles Accenture faced was differentiating itself in a crowded market where many professional services firms were also claiming to be innovation leaders.
To overcome this, Accenture had to go beyond mere claims and demonstrate its innovation capabilities in tangible ways. This is where the Innovation Hubs and partnerships played a crucial role, providing concrete evidence of Accenture’s ability to deliver on its promises.
Another challenge was maintaining consistency across such a large, global organisation. With over 700,000 employees worldwide, ensuring that everyone was aligned with the new brand positioning was no small feat. Accenture’s investment in internal communications and training was critical in addressing this challenge.
The Future of Professional Services Marketing
As I reflect on Accenture’s “New. Applied. Now.” campaign, I can’t help but think about what it means for the future of marketing in the professional services sector. In my view, this campaign sets a new standard for what effective marketing in our industry can look like.
Gone are the days when professional services firms could rely on dry, corporate messaging and traditional advertising channels. Today’s clients are looking for partners who can demonstrate real innovation, who can communicate complex ideas in engaging ways, and who can show tangible results.
The success of “New. Applied. Now.” suggests that the future of professional services marketing will be:
- More experiential: Clients want to see and feel what you can do, not just read about it.
- More content-driven: High-quality, insightful content will be key to establishing thought leadership and attracting both clients and talent.
- More integrated: Marketing messages need to be fully aligned with business strategy and consistently delivered across all touchpoints.
- More adaptive: Campaigns need to be able to evolve with changing market conditions and client needs.
- More employee-driven: Employees need to be fully engaged with the brand message and empowered to act as brand ambassadors.
Wrapping Up
Accenture’s “New. Applied. Now.” campaign is, in my opinion, a masterclass in professional services marketing. It’s a campaign that goes beyond clever slogans or flashy adverts to create a comprehensive brand experience that delivers real business results.
What impresses me most about this campaign is its holistic nature. It’s not just about marketing; it’s about aligning the entire organisation around a clear vision and purpose. It’s about walking the talk – not just claiming to be innovative, but demonstrating that innovation in tangible ways.
For other professional services firms looking to up their marketing game, “New. Applied. Now.” provides a wealth of lessons and inspiration. While not every firm will have Accenture’s resources, the principles behind the campaign – alignment with business strategy, focus on tangible results, investment in thought leadership, creation of immersive experiences, and consistency across touchpoints – can be applied at any scale.
As we move forward in an increasingly digital and fast-paced business environment, I believe we’ll see more professional services firms following Accenture’s lead, creating marketing campaigns that are more integrated, more experiential, and more focused on demonstrating real-world impact.
The bar has been raised, and that’s exciting. It challenges all of us in the professional services sector to think more creatively about how we communicate our value to clients. It pushes us to not just talk about innovation but to embody it in everything we do.
In the end, that’s what great marketing is all about – not just telling a compelling story but living it. And that’s exactly what Accenture has achieved with “New. Applied. Now.”
Suggested tags: marketing, professional services, innovation, digital transformation, brand strategy, content marketing, experiential marketing, thought leadership,
Citations:
[1] https://www.consultancy.uk/news/405/accenture-launches-global-marketing-campaign
[2] https://localiq.co.uk/who-we-serve/legal-services
[3] https://www.consultancy.uk/news/33445/kantar-launches-marketing-effectiveness-practice
[4] https://www.marketingweek.com/best-marketing-campaigns-2022-part-1/
[5] https://zenmedia.com/blog/the-6-best-digital-marketing-campaigns-of-all-time/
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