Marketing Communications

REVIEW QUESTIONS 173

To win business in the management consulting, technology services and outsourcing market, topping the consid-

eration list is crucial. Accenture’s communications had to help it own the category in a distinctive, relevant and

compelling way, and capture the attention and consideration of a busy, frequently travelling, international audience.

The campaign ‘We know what it takes to be a Tiger’ was aimed at the demanding and results-driven ‘change

drivers’ who occupy the ‘C-Suite’ (i.e. CEO, COO, CFO, etc.) in the world’s largest companies. Business-wise, the

campaign needed to increase Accenture’s brand valuation year on year. It needed to help Accenture to increase

revenue, achieve higher margins and deepen existing client relationships. Next to these objectives, the following

communications goals were set: increase advertising awareness and beat competition on cost per awareness; double

the consideration for Accenture among the advertising-aware in core markets; increase association with key brand

personality traits; and own the concept of ‘high performance delivered’. To own this benefit, the idea of ‘high per-

formance delivered’ was created to brand the unique type of success that Accenture can help deliver for its clients.

To bring this to life creatively, Tiger Woods was employed to be the personification of high performance. Tiger

Woods (for golfers and non-golfers alike) gave Accenture’s campaign great power. The campaign ran in out-of-

home (e.g. airports), print, TV, radio and online media in France, Germany, Spain, Italy and the UK. The campaign was

Accenture’s most successful to date, doubling consideration in each of the core markets. Retention was excellent – all

of Accenture’s top 100 clients have now been working with the company for at least five years. The advertising

awareness goal was met and Accenture widened the gap over a key competitor in the UK, France and Italy.^36

BUSINESS INSIGHT

Accenture’s ‘We know what it takes to be a tiger’ campaign

Summary

A marketing communications campaign can have several objectives that are consistent with the

stages in the consumer decision-making process: stimulating product category need, increasing

brand awareness and brand knowledge, improving brand attitude or image, increasing pur-

chase intention and facilitating purchases, and maximising customer satisfaction and brand

loyalty. Diff erent objectives will require a diff erent communications mix. Th e objectives of

a communications campaign diff er according to the stage in the product life cycle. While

awareness-building is more important in the introductory and growth stages, brand image

and brand preference building will be crucial in the growth and the maturity stages, and

purchase-directed objectives will prevail in the decline stage. On the basis of the consumer

choice situation, 12 types of products can be distinguished for which marketing communica-

tions objectives are essentially diff erent.

REVIEW QUESTIONS

1. Describe the various stages in the DAGMAR model. What is the consequence of this
   model for marketing communications objectives?


2. What are the characteristics of a good set of marketing communications objectives?


3. How does the definition of marketing objectives fit into the marketing communications plan?

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