Accenture, Inc. - Most Innovative Advertising or Marketing Team of the Year

Company: Accenture, Inc., Mandaluyong City, Metro Manila, Philippines
Category: Most Innovative Advertising or Marketing Team of the Year

Nomination Title: Innovative Marketing for a Digital World

Essay:

Since 2000, over half of Fortune 500 companies have disappeared because of digital disruption. The message is clear: innovate or lose. Accenture has a long heritage of innovation. Through a bold, innovative culture, we help businesses and our people achieve greater things. As a key partner to the business, the Accenture Marketing + Communications team infuses innovation in our strategies to ensure differentiated, engaging experiences for our key audiences: our clients, candidates and employees.

TRANSFORMING CLIENT EXPERIENCE

Accenture in the Philippines is a preferred outsourcing partner of companies around the world, evidenced by the 200+ sales visits we have every fiscal year. Having potential clients come and see our office and capabilities is one thing; having them to sign a business contract with us is a totally different story. To ensure that we capitalize on every sales opportunity, we embarked on transforming our client visit journey by leveraging on new technologies and applying new presentation methods. To create more meaningful and seamless sales visits, we, together with other Accenture teams, created the Visit 360– a self-service, end-to-end, one-stop online platform to help our people shape personalized sales visits specific to our clients. We also mobilized a specially trained Network of Storytellers who employ powerful, TED talk-type of storytelling to create impactful presentations during visits. This transformation is projected to generate an annual cost efficiency of USD 250,000 for Accenture and add more clients to our portfolio of 400+ clients globally.

REDEFINING RECRUITMENT

The demand for digitally skilled talent has risen across industries. To recruit tech-savvy candidates, there is a strong need to replace traditional channels with a strategy that leads to unique and exciting candidate experiences. Our one-of-a-kind recruitment strategy begins before prospective applicants even submit their resumes. To attract bright, young talent, we appeal to their sense of wonder and the magic of play through two of our most innovative recruitment marketing initiatives: The Innovation Playhouse is an interactive “escape room” that gamifies digital technologies, including Artificial Intelligence (AI), Augmented Reality and Internet of Things. We brought the room to seven campuses in Metro Manila and got 120-plus teams to take on various challenges. On Instagram alone, social media posts of the activity received 30,000-plus views. The Intelligent Operations Trailer offers students and professionals a glimpse at some of the work we do. Rolled out to campuses and key business districts, the Trailer features fun, interactive activities that demonstrate how we use Analytics, Applied Intelligence and Automation to help clients keep up in this post-digital world. In fiscal year 2019, our Trailer roadshows in Manila and Ilocos welcomed 2,200-plus visitors, yielding 1,700-plus leads for potential hires, and having a social media reach of more than 700,000.

ENGAGING 55,000+ EMPLOYEES

Engaging 55,000+ people with diverse background, gender, age and preferences is no easy feat. To pique the interest of our millennial workforce who comprises 89% of our total Philippine headcount, we created digital platforms and highly experiential initiatives. Enter Buhay Accenture 360 (BA360), a web and mobile app platform for employee communications. Through BA360, employees can receive and follow on demand content that are relevant and interesting for them. Content are also written in a more casual, relatable tone in blog-type fashion. Innovation is in the DNA of Accenture. We strongly believe that all employees have the potential to be an innovator. We introduced experiential campaigns in the form of employee competitions and conferences to empower our people to bring their innovative ideas to life. These includes internal hackathons and competitions like Ideas to Outcomes, InnoVision Arena and conferences like the Innovation Congress and Technology Month. All these helped us generate over 16,000 innovation ideas in 2019.

Links:

Accenture Visit 360 Overview: https://youtu.be/FeBAViwCCfo

Accenture Innovation Playhouse - Set-Up Video: https://youtu.be/Mfs5ikYW69E

Accenture Intelligent Operations Trailer - Highlights Video: https://youtu.be/SHleLmli_I4

In the Loop: https://www.youtube.com/watch?v=JudVpwr6Kig&feature=youtu.be

Buhay Accenture 360 Mobile App: https://www.youtube.com/watch?v=ncpKfVon6WY&feature=youtu.be