Accenture's Mistake with Tiger Woods Transcends Fiasco -- Redmond Channel Partner

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Accenture's Mistake with Tiger Woods Transcends Fiasco

When Accenture last week ditched Tiger Woods as its sole pitchman, it served as a key reminder of what happens when you put all your eggs in one basket.

Accenture is one of the largest independent providers of IT consulting, integration and outsourcing services with annual revenues of $21.58 in fiscal year 2009. The company, which had blanketed Woods across all media in its "We Know What it Takes to be a Tiger" campaign last week scrubbed all vestiges of Woods from its Web site and removed all posters and other collateral from its offices, according to a front page story in The New York Times.

Until last month, the golf champion had an unblemished image. It all came apart with daily allegations of indiscretions and infidelities that have since dominated the news. Accenture last week issued a statement saying "the company has determined that he is no longer the right representative," and that it will roll out a new campaign in 2010.

The new campaign will continue to carry its High Performance Delivered” message, Accenture said. While Accenture and its ad agencies are undoubtedly scrambling to come up with a new strategy, it might be advisable not to have that message riding on one point of failure, especially considering the fact that enterprise customers expect their services providers to avoid that very thing from happening in their IT environments.

According to the Times report, Woods appeared in 83 percent of Accenture's ads. Besides having so much riding on Woods, columnist Frank Rich yesterday pointed to a conversation he had last week with New York Daily News sports columnist Mike Lupica. "If Tiger Woods was so important to Accenture, how come I didn’t know what Accenture did when they fired him," Lupica asked Rich, in his weekly column.

Granted most buyers of IT consulting and integration services are familiar with Accenture, its revenues and profits have declined over the past year. So maybe it was time for the company to reshape how it delivered its value proposition. Even if Tiger Woods fiasco hadn't unfolded, perhaps he wasn't the best representative for a company providing IT services after all, notes Directions on Microsoft analyst Paul DeGroot, during an e-mail exchange we had last week.

"If you want to come across as hip, fast, physically gifted, by all means hire Tiger Woods," DeGroot said. "The lesson is, align your [message] with your company image."

Posted by Jeffrey Schwartz on December 21, 2009 at 9:48 AM

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Mon, Dec 21, 2009

Accenture partners claim that the company enforces high ethical standards but the facts shows differently.
Douglas Scrivner responded to a SEC related to the reestructuring costs that http://www.sec.gov/Archives/edgar/data/1143908/000095013706000977/filename1.htm
“The partners did not pay the tax liability at the time of the reorganization transaction because the Company and its external advisors felt there was a reasonable possibility of a favorable outcome. The Company and its external advisors believed the tax positions related to the restructuring transactions were appropriate and supportable under local tax law and the Company intends to defend, as needed, tax positions taken by the partners. A favorable outcome is still possible through either issues not being identified on audit by tax authorities, a successful defense of the position, or expiration of the statute of limitations, so it is not appropriate to pay the tax liability at the time of the transaction, or at any time, unless administrative and legal processes have concluded and resulted in an actual unfavorable outcome.”
In page 16 of the "NOTICE OF THE 2010 ANNUAL GENERAL MEETING OF SHAREHOLDERS"
( http://www.sec.gov/Archives/edgar/data/1467373/000119312509251604/dpre14a.htm ) is stated:

"Senior Executive Tax Costs
The Company has informed approximately 2,500 of our senior executives that if the senior executive reported for tax purposes the transactions involved in connection with our transition to a corporate structure in 2001, the Company will, in certain circumstances, provide a legal defense to that individual if his or her reporting position is challenged by the relevant tax authority. In the event such a defense is unsuccessful, and the senior executive is then subject to extraordinary financial disadvantage, the Company will review such circumstances for that individual and find an appropriate way to avoid severe financial damage to that individual."

In the newspaper el Mundo there was informed that Accenture (and therefore all shareholders) have paid 110 million euros, plus the penalty related with the unpaid taxes of the 100 Spanish Partners in 2001 reestructuring.
http://www.elmundo.es/mundodinero/2008/06/20/economia/1213922650.html
If now as declared there are 2500 senior executives that might be in the same situation, it is stright forward to have a direct correlation of the possible personal tax impact on former senior executives that Accenture is commenting it might be paid by the company and therefore by all Accenture shareholders.

Mon, Dec 21, 2009 Curt Los Angeles

Accenture will be fine coming out of this. Tiger's ultra high performance matched Accenture's message to the folks who hire them. Time to move on. Companies understand this. Often image building is less than exactly explaining what you do. Companies do refresh their advertising form time to time as well. For me, an ex-Accenture, Tiger was getting a little old anyway. Great time to be forced into something new.