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New Campaign Takes Accenture Out Of The Woods, Into the Zoo

Accenture is rolling out a global, multimedia marketing campaign this week that features creatures like an elephant, a chameleon and some frogs and fish. But no Tiger, of course. Emily Steel reports, however, that the new ads have a tone and feel similar to the ones featuring Woods that were yanked when the consultancy ended its six-year relationship with the golfer last month.

An airport poster, for example, shows an elephant on a surfboard with the text reading, "Who says you can't be big and nimble?" An ad featuring a frog leaping over its amphibious brethren carries the tagline, "Play quantum leapfrog."

"Certainly Tiger was viewed to embody the values of Accenture. That proved not to be true," Carl Anderson, CEO at Doremus, which specializes in business-to-business marketing, tells Steel. But an Accenture spokeswoman indicates the company divorced Woods before any damage was done. "There has been no negative impact to the Accenture brand because of our association with Tiger Woods," maintains CMO Roxanne Taylor.

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