Teresa Pogghnpohl was one of the architects of Accenture's affiliation with golfer Tiger Woods, which began in 2003. The partnership is widely viewed as one of the best uses of a celebrity pitchman in b-to-b marketing. Woods' commitment to excellence has become a metaphor for what Accenture claims to do: deliver "high-performance" results for its customers. The campaign has also gone a long way toward embedding the Accenture name in the minds of customers and prospects while erasing any ties to the old Andersen Consulting brand. In the Q&A below, Poggenpohl discusses how Accenture has integrated Woods into almost every aspect of its marketing and how the company has altered the campaign to reflect a different mindset of the market during the recession.
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