Reinventive from Accenture

CEOs have the loneliest job on the planet. They are voracious consumers of news and thought leadership, seeking the data behind the ideas. But often they turn to their peers to get the real scoop - a source they trust in a world of mediocre content.

The idea born was Reinventive, an exclusive peer-to-peer thought leadership publication for our c-suite clients that brings forward unique insights, direct from Accenture’s own c-suite, delivered with high production value in both print and digital experiences.

Early results show high client demand for the content and success in helping build c-suite relationships.

We started w/ three core client personas

1. Factoid Francis — “I don’t want the fluff, just get me the data.”

2. Sunday Sam — “I get up to speed on the weekend — even if it’s while driving my children to sports.”

3. Convince-me Kate — “I’ve narrowed down who i might want to do business with but could I see myself working with them?”

Accenture Foresight Mobile App

Accenture's clients really love thought leadership. They get a lot of it in their feeds, and often they only get to read it if they download the full report.

But post-covid, behavior permanently skewed more towards more digital consumption. We needed a new way to reach them and stand out…

How can we get our best thinking from our best thinkers to our clients (and our people that support them)?

There’s an app for that…Accenture Foresight. We focused on publishing our best content, in unique mobile formats that met the needs of the 3 unique client personas we targeted. We provided choice of format so clients could read, watch or listen to our content, interact w/ bespoke data visualizations and participate in unique live 15 min events with Q&A (Foresight in 15).

Launched pre-ChatGPT, it included generative AI text-to-voice features to allow users to listen to articles.

The result? Handily beat industry benchmarks for download rates, monthly active users and attrition since launch. It also won the coveted “V360” global internal company award for client experience (gets more submissions than Cannes!)

Accenture Built for Change podcast series

Adweek’s 2021 Thought Leadership podcast of the year makes the smart business ideas from the brightest minds accessible to even more audiences.

Breaking away from the standard boring interview format, we wanted a new way to tell stories that differentiated us from the competition.

Executed in partnership w/ the NYT T-Brand studio, we engaged two consistent hosts - a journalist (Elise Hu) and a technologist (Josh Klein) to weave together a single compelling story based on a key research-backed idea from Accenture, paired w/ interviews with leaders who that harnessed that idea to drive dramatic change in their organization.

People interviewed included c-suites at large enterprises, startup founders, academic researchers and technology inventors.

With over 40k subscribers, Built for Change built Accenture’s share of ear.

Listen here or wherever you get your podcasts

Accenture Symphonologie: The Music of Business

To help drive awareness of Accenture Strategy, we wanted to make the connection with C-level execs that you get to completely new strategies when you can combine business with technology...we wanted to show and not tell. So we used something universal…music.

An amazing early use of AI in marketing, this was the first-ever live orchestral experience and original symphony co-created by humans and AI.

Winner at the 2017 Clio and One Show Awards - Silver & Bronze in both.

Accenture is a company built on trusted client relationships. And that means every employee acting ethically, all the time.

But getting employees to learn and use the company code of business ethics? That’s hard. The code was a printed PDF given to employees during orientation which they ended up sticking in a drawer where it collected dust. While everyone “attends” the 2-hour annual mandated training, they end up multitasking through it.

It was time to modernize - so we turned the code into a friendly chatbot, accessible in their existing tools for the moments that matter. Then we refreshed the training curriculum to be more snackable, but frequent.

The result?

• 17.5K chat sessions in first 4 weeks

• 20x increase in daily avg visits to the ethics website

• 2X increase in training completion rate

Exclusive access is a pillar of Amex’s value proposition and something they execute really well. There is a fee for the benefit, but once someone experiences it…they love it, they are more loyal to Amex and spend more on their card.

But there was a problem - a growing perception among younger card prospects that “the brand wasn’t for me”. Was that because they just haven’t experienced it?

Our marketing challenge: Get millions of prospects to sample cardmember access in new and innovative ways.

So in 2010, before a live stream was mainstream, I helped co-found UNSTAGED, an industry-first, revolutionary live+digital music experience — bringing together breakthrough music artists, legendary directors, 1080 HD quality streaming and an unprecedented level of connectivity between artist and fan.

From choosing the cameras, to voting on song performances, to impacting the stage experience through socially-enabled creativity, millions of music fans could now “be there, together” from anywhere - and be the first to hear the latest album release.

In 2011, it broke the single-artist record for concurrent live streams, topping 20MM for the Coldplay + Anton Corbin concert in Madrid. And for digital attendees across the program, it increased brand favorability by a staggering 15%.

Wins at the Webby’s, Effies, Pencils, IAB MIXX, OMMA and more.

ESPN InPlay in partnership with American Express

A unique second-screen game experience pitted fans of the US Open tennis tournament watching at home against each other.

Part prediction, part trivia, people could play on their phone or ipad while the matches were live.

The stakes? Go from watching on the couch to watching IRL and having unique experiences.

With over 100,000 players participating, American Express was able to engage passionate fans wherever they were.

2013 Webby Honoree, Ace awards 1st place

Amex Foursome Trivia Challenge

Golf is a sport where finding a course isn’t a problem. However, there are a handful of courses where only the elite player or super affluent people get to play.

But what if Amex could make playing these courses accessible in another way?

And that’s exactly what we did… we built a social trivia gaming experience that pitted teams of golf enthusiasts against each other for the chance to earn their way to play some of the most exclusive and sought after championship courses in the country.

One Show merit consideration

Amex Sync Show

How do you make the launch of Amex's new card sync with Twitter partnership an overnight trend?  

Put Sync center stage at a first-of-its-kind Twitter-powered concert...starring Jay Z, live from SXSW.

The result? 8x the forecasted annual syncs in the first three days after the event

2012 - One Show merit, Webby Nominee, Mixx awards (1 Gold, 2 Silver, 1 Bronze)

American Express Presents My Movie Pitch

Everyone has a movie idea. But most of the time, they are just ideas…

Expanding our relationship with Tribeca Film Festival, we enabled storytellers everywhere (prospects and cardmembers) to pitch their :60 movie idea. The reward? A chance for it to be made into a short film by a Tribeca director, debuted at the following year’s festival.

The winning idea? Mr. Stache.

Watch it for free on Fandango

Amex "Ask the Booth" integration into US Open iPhone App

Building on Amex’s history of providing an elevated experience to fans, we brought that philosophy into the iPhone age.

We gave tennis spectators everywhere the ability to both listen to a dedicated live digital radio broadcast and enable them to ask questions of the experts and celebrities commentating on matches and get answers live on air.

2010 Webby Honoree & One Show Interactive Awards finalist

Amex presents NY Street Seen

Fashion Week isn’t just an exclusive event where beautiful, stylish industry insiders go to see one-of-a-kind looks.

It’s an entire week where style is on display - and what people wear to and around the runway events are just as influential in the fashion industry.

So we created an innovative service that made it possible for regular people to shop the looks on the street “at the speed of fashion.”

Acclaimed Street Style photographer Tommy Ton was our eyes at New York Fashion Week, capturing the most inspired street styles. Through slideshows on Style.com and a boutique on Net-A-Porter, you could pluck these hot-off-the-lens looks right off the screen and instantly add them to your wardrobe.

American Express Enthusiast

Going to a live event is an experience. But what makes it different when you buy it with an American Express Card?

The answer - an exclusive digital concierge service that brings Cardmembers closer to what they love after they buy their tickets, updated after the event was over.

Pairing exclusive artist or athlete content with local dining options, unique merch and much more, cardmembers had an entire experience curated to make their night memorable.

2010 OMMA Finalist