Accenture has spent millions of dollars on their “Perform like a Tiger” advertising campaign.  Open any recent business magazine and you’re likely to see Tiger Woods in the midst of a golf swing or a challenging situation on the greens, with a clever headline from Accenture.

While we don’t have the research to show the impact of this campaign, it is probably safe to say that top-of-mind awareness for Accenture, as well as it brand perception, has improved over the past few years.

Since most professional service firms make similar claims eg. they deliver the best value / performance / results, we thought we would compare their ads. Finding examples has been challenging, not least because few professional service firms advertise in mass media.

Here are some print ad examples with their headlines/taglines highlighted.

Some corporate advertisements:

	Capgemini. Together. When a single word makes all the difference.
	Tata Consultancy Services. Experience Certainty.
	PI Worldwide.  People Smart. Results Driven.

Some recruitment advertisements:

	Oliver Wyman. Get there faster. Start here.
	PricewaterhouseCoopers. You’ll benefit from all sorts of viewpoints.
	Mckinsey & Co. We’re looking for computer engineers who like to solve difficult problems.
	Fleishman-Hillard. A place where unusually talented people come to do the best work of their lives.

It seems most of the corporate messages focus on the ‘business results’ theme. From the few examples here, Accenture stands out from the crowd.

Do you have any ad samples to contribute? Please contact us at info(a)manifesto.com.hk.

For more information, please contact Manifesto