Tiger Woods fronts Accenture's new global brand drive

HONG KONG: Management consulting company Accenture, formerly named Anderson Consulting, has signed up golfing sensation Tiger Woods for a global corporate branding campaign.

The move is part of Accenture's drive to promote its new high performance business strategy through a global integrated marketing push, which includes a major advertising campaign with Woods under the theme, 'Go on. Be a Tiger.'

The multi-year agreement will see Woods front a series of print, outdoor and television ads across Asia-Pacific, the majority of which will feature him in golf match situations. The ads will be targeted at senior executives.

James Murphy, global managing director, marketing and communications at Accenture, said: "To launch and announce this important company-wide initiative, we wanted to embark upon a high profile, attention-grabbing marketing campaign that clearly demonstrated how Accenture leverages business-critical capabilities, industry expertise, global resources and technology to help its clients achieve superior performance."

The deal is Woods' first business-to-business endorsement contract.

Woods, who turned professional in 1996 and has since secured numerous major championships, also lends his name to Nike, General Motors, American Express, TLC, Golf Digest, Asahi beer and CBS Sports-line.

He has more than 20 PGA Tour victories under his belt, which have earned him more than US$16 million.

Murphy added: "Accenture is designated as the exclusive management consultant and technology services partner of both Tiger Woods and the Tiger Woods Foundation.

"Tiger Woods is an ideal representation of our high performance business strategy because of his focus on excellence and performing at his best.

"The choice of Tiger Woods as a symbol of our high performance business strategy resonated well in our advertising testing among senior level executives internationally."

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