BrandHistories
Compiling intelligence...
Accenture
The rebranding of Accenture Interactive as Accenture Song and its expansion into creative advertising and marketing services has created positioning ambiguity: advertising agency networks question Accenture's creative credibility, while traditional Accenture clients accustomed to technology services may not naturally associate the firm with marketing creativity. The strategy is logical but has required sustained explanation and faces resistance from both existing advertising agency relationships and conservative enterprise procurement processes.