Accenture Selects Tiger Woods To Launch High Performance Business Strategy

“Go on. Be a Tiger.” Campaign Is Golf Icon’s First B-to-B Endorsement

NEW YORK, Oct. 3, 2003 Accenture (NYSE: ACN) announced today that it has entered into an agreement with Tiger Woods to represent the company as a symbol of its new High Performance Business strategy.

The multi-year agreement, Woods’ first business-to-business endorsement, also designates Accenture as the exclusive management consulting and technology services partner of both Tiger Woods and the Tiger Woods Foundation. In addition, Accenture will advise The Tiger Woods Learning Center on technology support including the TWLC eLearning system.

Accenture’s new High Performance Business strategy is being launched through a global integrated marketing program, including an advertising campaign starting today with Woods and the theme line, “Go on. Be a Tiger.”

The majority of the advertisements position Woods in situations during golf matches that demand optimum performance in competitive environments with a focus on winning. The campaign explains how Accenture leverages business-critical capabilities, industry expertise, global resources and technology to help its clients achieve superior economic performance. The campaign also signals that Accenture is raising the bar in its industry by expanding beyond technology centric solutions to help clients effectively respond to business performance challenges.

Client vignettes in select ads help to demonstrate how Accenture’s High Performance Business strategy draws on the company’s business consulting, outsourcing solutions and innovative use of technology to diagnose client performance in light of industry best practices, identify opportunity areas for change, and quantify the value of each opportunity and expected business result.

“Tiger Woods’ strength, mastery, discipline and relentless focus on winning are universally recognized qualities that mirror the characteristics of a high-performance business, making him the ideal representative for our market positioning,” said Joe W. Forehand, Accenture chairman and CEO. “A high-performance business is one that optimizes its resources to achieve its objectives and consistently outperforms competitors. Tiger is the best at his game, and we want our clients to be the best at theirs.”

“Accenture understands that the ability to adapt to changing conditions and to innovate are key to consistent high performance in business as well as on the golf course,” said Tiger Woods. “The Accenture campaign’s focus on turning in your best performance and delivering winning results reflects my personal values and made teaming with Accenture in my first business-to-business relationship an easy decision.”

Tiger Woods’ high-performance record this year includes winning four tournaments including the Accenture Match Play Championship at La Costa. He is the world’s top-ranked player and has placed in the top 10 in 10 of the 15 tournaments he has entered in 2003.

The new integrated campaign includes print, cable and network TV advertising in 27 countries as well as display ads in airports. The campaign kicks off today with television commercials that will run during World Golf Championships -- American Express Championship, Oct. 2 through Oct. 5, on ESPN and ABC. The ads will also appear on CNN and CNBC during the course of the campaign. Print advertisements are scheduled to appear in top business and news publications including The New York Times, USA Today, Financial Times, The Globe & Mail, Frankfurter Allgemeine, Le Figaro, Il Sole 24 Ore, Expansion, Australian Financial Review and Nikkei Business, plus global editions of The Wall Street Journal, BusinessWeek, Fortune, Forbes and the Economist. The print campaign begins running in the United States and Canada today and will also run in Australia, France, Germany, Italy, Japan, Spain and the United Kingdom.

As part of the campaign, Accenture will add new web-based interactive tools to, and expand traditional efforts in direct marketing, conferences and thought leadership events. In addition, the company has renamed its business strategy research center in Cambridge, Mass., The Accenture Institute for High Performance Business.

A new tag line, “High Performance Delivered,” succeeds the company’s “Innovation Delivered” tag line that was part of the company’s “I am your idea” ad campaign introduced in February 2002.

“The Accenture brand is less than three-years old, yet it is already ranked among the 100 most valuable brands in the world,” said James E. Murphy, global managing director, Marketing & Communications at Accenture. “It’s appropriate that a brand of Accenture’s stature should be associated with one of the leading figures in sports and popular culture. Tiger Woods is the epitome of delivering high performance and he is relevant, respected and admired by the top executives to whom the campaign is targeted.”

About Accenture
Accenture is a global management consulting, technology services and outsourcing company. Committed to delivering innovation, Accenture collaborates with its clients to help them become high-performance businesses and governments. With deep industry and business process expertise, broad global resources and a proven track record, Accenture can mobilize the right people, skills, and technologies to help clients improve their performance. With more than 80,000 people in 47 countries, the company generated net revenues of US$11.6 billion for the fiscal year ended August 31, 2002. Its home page is

Note to Editors: B-roll of the shooting of Accenture’s High Performance Business strategy ad campaign that includes select segments of the television commercials is available in the United States at:

Date: Friday Oct. 3, 2003 Times: 10:30 AM Eastern

C-Band Satellite: Telstar 5 Transponder: 23 Downlink: 4160 (V) Audio: 6.2 & 6.8

Date: Friday Oct. 3, 2003 Times: 1:30 PM Eastern

C-Band Satellite: Telstar 5 Transponder: 23 Downlink: 4160 (V) Audio: 6.2 & 6.8

The advertising can be viewed at High resolution files of the print advertising are available to journalists upon request.


Lisa Gordon-Miller

+1 (212) 614 4406