Accenture Song therefore starts its existence with a big fat -10. Any company that decides, voluntarily, to rebrand itself is asking for trouble. So, given the musical direction of the newly minted super-agency, let’s conduct a Eurovision-style assessment and assign scores for the various aspects of the Song decision. And partly because the new name has sparked much debate around the marketing village over the last 48 hours. Partly because there are more than 30 famous global agency brands caught up in the consolidation. Partly because of the £13bn in revenues that the group is likely to generate this year.
But, make no mistake, this is very big marketing news. That’s obviously a massive load of old consulting bollocks. The new brand name is meant to convey an “enduring and universal form of human craft, connection, inspiration, technical prowess and experience” and will unleash – yes, unleash – “the imagination and ideas of its people to deliver tangible results”. In a move that has been widely expected, the digital communications arm of Accenture renamed and restructured itself on Tuesday.
