Wednesday, December 16, 2009

Accenture's 100% Exit Strategy


The juxtaposition of news and advertising has always interested me. Case in Point from today's Chicago Tribune, where columnist Phil Rosenthal wrote:
"There was a lot of head nodding at Accenture's announcement that Woods was "no longer the right representative for its advertising," even as it promised to "continue to leverage its 'High Performance Business' strategy and 'High Performance Delivered' positioning in the marketplace." As if Accenture had no choice.

"Maybe Woods is no longer the model of perfection that Accenture was selling in its ads, and one has to wonder how a firm that touts its expertise in risk management, strategy consulting and talent management could be caught off guard by what seems to be an established pattern of behavior.

"In dropping Woods, the message one might take away is that Accenture is the consultant for when things are going smoothly. Slip up, and you're on your own. Or when Accenture makes a mistake, it cuts and moves on."
Clearly Accenture found itself in a tough situation and acted quickly and decisively to address it. Still, depending on how Accenture's clients and prospects think through the implications of what Rosenthal is suggesting, there may be more news about Accenture than just its next advertising campaign.

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