Being Here, Now State of Content 2017 - Accenture
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Being Here, Now State of Content 2017
“We shape our tools and thereafter
our tools shape us”
- attributed to Marshall McLuhan
4
Accenture Interactive
The Digital
Revolution
Remade Us
The digital revolution remade us. Tonight's Content is the chorus of human voices that
dinner table conversation is held accountable animate the touchpoints spreading all around us,
by the fact-checkers in our pockets. We don’t expanding from our phones to our cars, our home
pick a restaurant, or make a purchase, without appliances, our digital assistants and beyond.
consulting the reviews and recommendations It’s hard to overstate its impact. With the flow of
of peers and experts. The most arcane subjects content, markets rise and fall, elections are won
are within the easy reach of a swipe and a tap. and lost, relationships are built and reputations
Individually, these digitally-enabled experiences are destroyed.
are useful, often delightful. In total, however, the
sudden emergence of unlimited information is After enduring marketing’s half-truths for
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profound, often overwhelming. generations, the field has leveled. As old
hierarchies are disrupted, there is chaos, furious
With little time to reflect, we’ve adapted to a state competition and opportunities we’ve only begun
of boundless connectivity. Our thoughts and to imagine. In the new paradigm trust and
feelings are more intertwined with one another empathy are the ultimate commodities.
Content Survey
than ever before. Content provides the bridge
between our personal experience and the wide To be present for others today, is to be certain our
world around us. The content that we create is content embodies our best self.
our voice. By giving more of ourselves, we make
ripples that can become waves.
Our Second 1,082 Executives
Global Survey 14 Countries
18 Industries
Accenture Interactive surveyed more than
1000 executives, seeking their insights about
the evolving content environment. We asked
these business leaders, the majority of whom In an era of liquid expectations,
are the key decision-makers within global the content delivered as part of Countries Represented Industries Surveyed
enterprises, to take stock of their strategies, to those experiences competes for
assess the strengths and weaknesses of their customer attention like never Argentina Italy Automotive
organizations, and to elucidate the trends that Australia Japan Banking
before, and the distinction
are defining the future. Brazil Singapore Capital Markets
between content for external or
Canada South Korea Chemicals
The individuals we invited to participate have customer consumption versus China Spain Consumer Packaged Goods
diverse backgrounds and resumes. They are content for internal or employee France United Kingdom Electronic and High Tech
based in fourteen countries and represent and stakeholder consumption has Germany United States Health Payers
eighteen industries, from retail to banking begun to disappear. The net effect Health Providers
and pharmaceuticals to entertainment. What Life Insurance
of these trends—combined with
they hold in common is the experience of Life Sciences/Medical Products
an increase in the number and
leading at a moment when their businesses,
industries, and global markets are undergoing importance of social channels, and Survey Population Media and Entertainment
Pharmaceutical/Biotech
a pivotal transformation. Nearly half of the the impact of personalization—means and Methodology Property & Casualty Insurance
participants oversee organizations whose that companies need to create Retail
marketing budgets exceed $250 million dollars The online survey was conducted by Accenture Technology
extraordinary amounts of content at
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annually. More than fifty are responsible for one among a total of 1,082 business executives in Telecommunication
billion dollars or more in marketing resources.
higher and higher levels of quality. July 2016. The overall margin of error is +/- 3 Transportation and Travel
Almost all have made significant investments in percentage points at the midpoint of the 95 Utilities
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content. Donna Tuths percent confidence level.
Content Survey
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Being
Everywhere
The virtual world is always awake
Content has become as ubiquitous as the air we
breathe and the water we drink. The four million
search inquiries we send to Google every minute
reflect our insatiable hunger for answers and
This is a change in mindset. It’s
ideas.1 Instantaneous access to a virtual universe not marketing; we just have to be
of information, entertainment and more has there for consumers. That’s the
accelerated the way we live. Today, the average type of thinking we’re trying to
American compresses thirty-one hours of activity drive into our organization, and it
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into a single day.2 We are all doing more in order
is definitely taking time.
to be present everywhere.
Head of Strategy
By 2020, some thirty-four billion devices will
Global Pharmaceuticals
be online,3 a number equivalent to almost four
Content Survey
connections for every man, woman, and child on
the planet. Enterprises prepared to engage 24/7
are poised to seize a historic opportunity.
The average
Content is the next big chasm that
American 34 BILLION 250M 2X
marketers have to face and overcome. In 2014 the number of mobile Enterprises spend The percentage
The pain point that all marketers are
struggling with now is, where do I
compresses users surpassed those between 150M and of companies
thirty-one hours
accessing the internet on their 250M on content producing large
get the content engine? In a much desktops related activities amounts of content
of activity into
more dynamic and hyper-targeted per year has doubled since
world—where personalization is key— By 2020, some 34 billion our previous survey
how do I create hundreds of different
installations of content and maintain a single day devices will be online
relevancy?
Head of Digital Content
Home Repair
To be present everywhere, all the time, starts The operational hurdles confounding executives At a pivotal moment when the competition
with unprecedented investments in content. prevent many from seeing the proverbial to engage consumers through content has
Our 2017 survey shows that the percentage of forest through the trees. Only 40 percent of intensified, key decision-makers should be
organizations producing enormous volumes of these leaders strongly agree that they clearly focused on articulating a larger sense of
content has doubled since our previous study. understand the goals of their content; thus, purpose and connecting with people on a
On average, major companies are creating fewer than half believe that their investments personal basis. Instead, these leaders are
over one million digital assets per year. The truly match those goals. To achieve efficient preoccupied with the minutiae required
executives we spoke with collectively control production at the necessary scale, it is critical for simply to keep up with the necessary levels
marketing budgets totaling more than 500 organizations to align their investments with a of production.
million dollars, and they are allocating up to half clear understanding of desired outcomes.
of those resources to build relationships with
consumers through content. In the absence of such a strong sense of purpose,
content becomes an operational grind. In
2016, more than half of the survey participants
said they spend the majority of their time on
operational details associated with content.
The number of respondents who reported that
such administrative functions were demanding
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most of their time increased this year, with more
than two-thirds now feeling burdened. Overall,
executives in the field feel even less prepared to
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1
Business Insider, http://www.businessinsider.com/google-
manage enormous amounts of content than in
search-engine-facts-2016-3/#first-a-trip-down-memory-lane-
the previous year. heres-what-googles-search-page-looked-like-back-in-1997-1b
Content Survey
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Activate Inc, https://www.slideshare.net/ActivateInc/
activate-tech-and-media-outlook-2016
3
Business Insider, http://www.businessinsider.com/34-billion-
devices-will-be-connected-to-the-internet-by-2020-2016-1
2
Identity
and Culture
Content revolutionized marketing,
now it's reinventing everything else
As we continue to probe content issues with
business leaders, the notion of identity arises
again and again. Perhaps the phenomenon is It’s no longer about promotion,
best illustrated at the level of the individual: it’s about expressing your
entering your name into a search engine might
identity, and building
reveal a rich portrait, a record of past and
present, preferences and associations, even
relationships. In a world that is
intimate thoughts and feelings. In a flash, digital not push anymore—it’s all about
content can create the richest representation of the pull of attraction and being
self imaginable–and so, as individuals, we have your best self. Companies have
learned to be thoughtful about what we post and to get real about what that means
share digitally. Simply put: to know my content is
to them.
to know me.
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Donna Tuths
Some organizations embody themselves so
vividly in the content they produce that their
Accenture Interactive
audience develops a true affinity with them.
These are the companies we call Content-First,
Content Survey
and they are redefining the consumer relationship
and driving disruption with content-led business
models. Such a content-led approach comes
from the very top, and requires commitment to
key capabilities.
nearly 80% more than 3/4
of those we surveyed of respondents recognize
believe that the content that the success of their
they produce must content depends on the
convey everything they quality of the initial creative
want people to know brief, yet fewer than one
about their businesses quarter feel accountable for
ensuring that quality
Content-First
Companies Own Your Voice
Evolution in the use of content is enabling entirely and purpose of content, nearly 80 percent of Content-led organizations have discovered You have to create the capability in
new business models. Content-first companies those we surveyed believe that the content they must own the most essential aspects of yourself to be able to produce your
are disrupting industries from travel to eyewear they produce must convey everything they their content; they cannot entrust them to
own voice. It has to be your own, a
and athletics to entertainment. Virtualized want people to know about their businesses. transient agency partners. The rise of the
experiences of a product or a service provide Another factor keeping content at the center of in-house studio model points to the need to
reflection of the organization’s true
a novel means of differentiation, and a flexible organizational concern is the continued decline build and control a company’s voice internally. self. So, this is creating challenges
testing ground for new offerings. Organizations of brick-and-mortar activity, and a corresponding It can’t be provided by an agency; it has to for many companies that relied on
first identified the power of a content-led increase in digital commerce. Accenture come from within. When asked to explain the agencies in the past to provide that
approach to enable marketers. Once a fringe research states nearly half of eTailers (46%) are reason they are able to create high quality content. Today you are in danger of
movement, now over 76 percent of companies we seeing their online sales growing more than 11%, content, respondents consistently cited talent:
sounding promotional, inauthentic,
surveyed are exploring Content Marketing. A rule- and 86% will be expanding their eCommerce having both the right level of creative talent
of-thumb: what separates content marketing from activities over the next 12 months.4 Content is aligned to content creation, and having that and uninviting.
traditional advertising is a shift from transactional the new brick-and-mortar, the setting where so talent reside in-house. What did respondents
topics of product and service to topics of much customer experience takes place. cite as the #1 barrier to creating high quality Donna Tuths
interest and audience delight. The goal is not content? Lack of in-house talent. In past
driving sales, but growing deeper relationships. years’ business leaders could be expected
Reflecting a growing awareness of the power to cite barriers of budget or technology.
Today, creating effective content requires
investing in an internal team. 76 percent of
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respondents said they will be increasingly
leveraging in-house talent in the next two years.
Successful content is most often rooted in a
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common culture that can only be lived by an
organization’s members.
Content Survey
2X Nearly all of the CEOs Where do new
CEOs were twice as
that we surveyed believe
that their companies are
ideas originate?
likely as members already representing
of their senior themselves well through Traditionally, the weight has fallen heavily on marketing
management teams their content to generate new creative ideas. In order for a
to find that content company's content to fully represent its voice, mission,
meets their goals and vision, that dependence on marketing should
lessen, and employees elsewhere in the organization,
who live those core values every day, should be called
upon to offer input. Genuine content can be difficult to
attain. Companies should utilize every resource at their
disposal, engaging the entire organization to tell the
right stories with messages that matter.
CEO Imperative
Last year we reported that a major shift was Why are CEOs so focused on content? Content
underway in marketing culture, with 90 percent is bigger than marketing; it’s the voice of the
of respondents stating that a chief executive company’s mission; it can alter the fate of an
should be responsible for content strategy. enterprise. According to Accenture Research,
More than a third of those surveyed said that “CEOs are on the hot seat to show shareholders
the CEO should have direct oversight. This year, new sources of revenue. And as traditional
we specifically surveyed CEOs to understand
their attitudes. Nearly all who participated in our
sources of revenue become ever more elusive,
CEOs are increasingly seeking disruptive growth.
Where do 62% Marketing
study reaffirmed their commitment to content, In fact, 44 percent of CEOs surveyed feel that you look for
seeing it as the primary way to articulate their
organization’s missions.
disruptive growth is very important to the overall
growth agenda.”5 The ongoing innovation in the next big 51% Product Development
content is disruptive, and disruption itself has
idea for your
While this revolution in content leadership is
progressing, some players lag behind. Many
organizations still rely too heavily on traditional
emerged as critical profit source.
content? 50% Users/Consumers/Customers
marketing departments to generate creative ideas
and outside agencies to develop content strategy.
Our study also revealed differing perceptions
33% Agency or Partner
at different levels within organizations. CEO
29%
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respondents offered far more optimistic Sales
assessments of content than those elsewhere in a
company. For example, CEOs were twice as likely
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4
as members of their senior management teams Accenture, “Differentiating Delivery: How to win the eCommerce
battle,” https://www.accenture.com/us-en/_acnmedia/Accenture/
to find that content meets their goals. Meanwhile,
Content Survey
next-gen-2/insight-post-parcel-etailer-research/pdf/Accenture-
fewer than a third of employees strongly agree Differentiating-Delivery-How-Win-eCommmerce-Battle.pdf
that the content their organizations produce 5
Accenture, “CMO Insights” https://www.accenture.com/
accurately reflects the culture and character of t20170124T041545__w__/us-en/_acnmedia/PDF-33/Accenture-
their organizations. CMO-INSIGHTS-POV-FINAL.pdf
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Think
Distribution
In today’s decentralized
media space, issues of
distribution are more
complex, and more
important, than ever. These are uncharted waters. Our
clients’ needs have shifted as digital
becomes dominant and social
becomes an imperative—they struggle
as their traditional agency partners do
It’s hard to imagine, less than 20 years ago
not have the digital and technical DNA
there were a few nationally broadcast television to keep up in this rush of innovation.
stations, enough monthly magazines to fill a Clients are looking for more partners
newsstand, and a dwindling number of radio who are willing and able to master
stations and newspapers, constrained to a largely these new formats quickly and help
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regional focus. Today, the old players have either
brands to experiment and learn. There
struggled to reinvent themselves, or perished.
In their place an incredible living network has is no 'wait and see' in these markets
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emerged. Social platforms have democratized today.
content; truly anybody can be a channel.
Content Survey
Donna Tuths
Snapchat launched less than five years ago and
Periscope isn’t even two years old. We’re on the
cusp of the VR (virtual reality) era. Strange new
media formats have sprung to life, and the path to
audience engagement is no longer a straight line.2/3 80% 24%
of high performing businesses are believe it feel "very"
working toward integrated plans necessary to prepared to
that balance investments in content master new engage new
production with smart distribution platforms platforms
approaches that activate a range of
channels, both free (social media) and
costly (network television).
It’s no surprise then, 82% of respondents describe Some technologies will be a fleeting memory.
placement as key to driving business outcomes. Others will change the world. New platforms,
In fact, almost three-quarters of organizations channels and formats require significant
invest the majority of their budgets (100–250M), investment and new types of mastery—what
up to 70%, on paid placement. But in the complex drives engagement on one, might flop on
landscape, only 24% of organizations feel very another. It’s not practical, nor desirable, to
prepared to activate new distribution points as commit equally to every innovation. Determining
they arise. Large sums mean risk, and only a the right distribution models requires
third of the leaders we spoke with feel capable experimentation, and knowing your audience—
of making critical distribution-related decisions but most importantly, an effective approach
without consulting an external partner to help to distribution must be informed by a content
navigate strategic and operational challenges. program defined by a clear and consistent sense
of purpose and identity.
More than just posing new challenges, the
radical possibilities presented by digital
technology means distribution itself has become
an important area of creative innovation.
Organizations can stay relevant by meeting
audiences on emergent platforms, or even
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leading them to new ones. Worldwide, 26 percent
of marketers report the inclusion of VR in their
marketing mix in 2017.6 Today, where you are, is
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who you are.
Content Survey
6
eMarketer, https://www.emarketer.com/Chart/Technologies-
that-Marketers-Select-Countries-Plan-Include-Their-Marketing-
Strategies-2017-of-respondents/203493In a fiercely competitive
environment where every
Our study
efficiency matters, such a
high percentage point could
be alarming.
found that
20% of all However, it also reflects a
content commitment to experimentation,
a willingness to go out on a
produced
limb in an attempt to reach
consumers in new ways. One
organization’s waste is another’s
is never
rough draft for content that may
be ahead of its time.
distributed.
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Accenture Interactive4
Commanding
An Audience
In a content-rich world,
only true relevance earns
attention and drives
business outcomes.
You can be dismissed by the mere tap
of a finger. In a pull world, reaching
your audience becomes a battle of
attraction. There is a saying that the
The average person is exposed to 577 marketing mind will rationalize what the heart
messages every day.7 In Accenture’s recent desires. Understanding the heart is
survey of consumers, we found that more than at the core of architecting attraction.
80 percent either ignore traditional ads or block That is a very complex thing. It is
them out while browsing online.8 Despite the
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about subtle human connections,
increasing proliferation of marketing messages,
consumers effectively filter out all but the most accessibility and openness—which
compelling content—and then consume the seem to relate to authenticity—being
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material they love obsessively. Indeed, more than real. That is what brands now have
70 percent of our consumer survey participants to achieve if they want to reach their
Content Survey
reported feeling open to more content, especially
audience.
if it was tailored to their tastes.
Donna TuthsQuality of content is not defined on my 577 Authenticity and
credibility are the
3/4 84%
terms . . . Quality of content as tested The average person top drivers of quality of those who affirmed the importance
and interpreted by the consumer . . . is exposed to 577 participated in our of content in delivering
helping enable them to go from where marketing messages study agree that the experiences to those that
they are to where they want to go. That single most important come into contact with
every day
is quality. driver of brand their brand
engagement is quality
Head of Ecommerce, Digital Marketing
and Channel Innovation Strategy
Retail Company
This openness extends to content produced by Three-quarters of those who participated in
brands. 84 percent of the executives we surveyed our leadership study recognize that the single
affirmed the importance of content in shaping most important driver of brand engagement
the brand experience—and consumers don’t is quality. What is quality? It’s not necessarily
discriminate against sponsored experiences, about production value. It can’t be purchased
provided they pertain to their interests and satisfy and it can’t be faked. Consumers know it
expectations of quality. The qualities which earn when they see it. It’s a trait that exists across
credibility in the eyes of consumers include: platforms and channels, in digital formats
demonstrated expertise, ethical transparency and in analogue space. While “Quality” defies
and innovation. Brands have huge opportunities universal definitions, our research shows
to connect with consumers, but the quality bar that relevance, authenticity, and credibility
is high. are the top drivers. Questions of authenticity
and credibility, in particular, speak to the
importance of trust. A loud noise may attract
attention, but only trust sustains an audience,
and builds relationships.
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Accenture Interactive
Content Survey
7
Johnson, Nicholas, The Future of Marketing. Pearson Education,
Inc. (New Jersey 2015).
8
Accenture, “Lights. Camera. Action.” https://www.slideshare.net/
AccentureDigital/lights-camera-action-69376990Practical and concise content Presentation of idealized
presented simply, targets
habit-forming behavior.
Entertainment experience, targets an
emotional response.
Content Engagement EXAMPLE
It delights me. EXAMPLE
Framework A lighthearted video with A highly produced, national
instructions for creating simple campaign that inspired
indulgent treats is an example girls to challenge limited
While the varieties of content are of content that's both delightful gender-based expectations.
limitless, in our quest to understand and informative.
what makes content work, we’ve
developed a matrix view to help
Accenture research showed
In our Video Consumer survey, that entertaining content
describe the essential relationship
between content and consumer. participants listed Education as ranked second in the types
The best content meets complex the second most valued type of of content consumers were
needs, thus it can be mapped to content, followed closely most likely to share with
quadrant intersections. by Entertainment. friends and family.
This analytical framework was
created based on our consumer
Usefulness Aspirational
research and sentiment to provide
useful perspective in developing
content goals.
It helps me. It elevates me.
Informative content Expression of
that empowers, targets similar values,
functional value. targets connection.
EXAMPLE EXAMPLE
A tenured media company who Lifestyle bloggers and YouTube
objectively presents information like stars who share their lives and
world news and current events. experiences in their own voice.
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Accenture research showed Our Video Consumer
57 percent said that expertise Survey respondents
Trust
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was the most important driver reported being drawn to
of a brand's credibility. brands that advocate for
I can believe in this. causes they believe in.New Questions,
New Answers Reasons why
How are Companies #1 say they are increasingly leveraging
in-house talent to create content in the
The virtualized world is Responding? companies are able next 2 years
presenting opportunities to consistently create
for alternative models High-performing companies are high-quality content: #2 say they have the right level of creative
talent aligned to content creation
transforming themselves, looking for
new sources, inspiration, and partners to
address the transforming landscape.
Content-led Models Taking Back the Message Seeking New Forms
The burgeoning demand for content has
led it to be identified as having potential to of Creation
be the “great limiter” in the next phase of 77% agree that the most
innovative companies
76% say they are increasingly
leveraging in-house talent 74% Leverage Existing Content
digital transformation, unless companies are investing in to create content in the
can find a way to solve for their staggering 72% Content Templates
content-rich activities next 2 years
need, while reducing complexity along with 62% User Generated Content
associated costs and quality and delivery
issues. The demand side is clear. At the 62% consider themselves
to be a content-driven
77% believe the quality of their
content is directly correlated
55% Content Automation
same time, digital technology has been organization to their creative brief 47% Crowdsourcing
disrupting the supply side. Agencies which
were already struggling to address the 19% Robo-writers
technical demands of web development
and online media, have been stymied by
the technical intricacies of social platforms
like Facebook and Twitter, which are adding
new features all the time, as well as new
channels like Periscope and Snapchat.
Driving Adoption Strategy & Governance
What Challenges Remain?
Donna Tuths
With new models come
1/4 Only one quarter of respondents
are committed to change
27% Only 27% strongly agree that their
organization has a fully functioning
challenges that organizations will management, education, and governance model with forums,
have to overcome over time. gaining buy-in when rolling out policies, and procedures under
transformational changes to which all content activities and
content creation resources are managed
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1/3 Less than 1/3 strongly agree that their
Accountability content strategy is inclusive of both
marketing and non-marketing content
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25% Less than 25% feel
accountable for the quality
(i.e., sales, customer service, learning,
communication, collaboration)
Content Survey
of the creative brief
29% Only 29% strongly agree that their
content is consistent in style and
tone across channels5
You Are
Your Content
Our relationship to content has been Ubiquity is the new normal. Sites and
transformed. So many aspects of our lives, microsites, apps, social platforms, the
big and small, are lived online. We use digital blogosphere, an unrecognizable media
tools for practical tasks, like shopping and landscape, an internet of things—to be
banking, but also for more personal matters, everywhere is expensive and complicated,
like starting relationships or looking for but getting content right could not be more
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answers to questions we are too shy to ask our critical. With the virtualization of nearly
doctors. From education to recreation, one is everything, your audience’s primary exposure
hard-pressed to identify aspects of modern to your organization is now through the
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life not changed by digital content. This content you share. This applies to customers,
study continues our efforts to understand this and prospects, and also, critically, to
Content Survey
shifting paradigm, and to help organizations employees and recruits.
respond.Audiences are no longer crowded around Content must be a vital expression of an
a handful of channels. The web is radically organization’s purpose, and true to its
decentralized, and new platforms regularly lifeblood. Content is how the organization
displace incumbents. Distributing content is expresses itself. In this hyper-connected age,
not just an operational challenge, but an area You Are Your Content, it is literally the voice
where the most competitive companies are of your organization. And so, it is no surprise
innovating, following their audiences closely, that organizations are beginning to want to
and even leading them to new channels. own that voice, rather than entrust it to others,
Keeping up with all of these changes is building new capabilities within the enterprise,
exhausting at best, and impossible for some. and establishing stewardship at the most
senior levels of the organization.
Technology has brought the end of passive
viewing habits, allowing audiences to deftly
avoid irrelevant content. Yet audiences
have an insatiable appetite for content that
matters, and are deeply passionate about
the content that matters most. While there is
no universal path to relevance, it begins by
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connecting content to an organization’s most
essential goals, kneading into the culture, and
prizing the trust of an audience as a precious
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resource.
Content SurveyContact Accenture Interactive
To learn more, please contact:
Content Studio
Donna Tuths We believe a content studio should reflect the
Content Lead best aspects of an organization, and the most
Accenture Interactive human. In our home studio we stay focused on
donna.m.tuths@accenture.com innovation, research, creative strategy, product
core_content@accenture.com development and emerging best practices in the
field. We are focused on helping our clients work
Donna Tuths, the author of this study, runs through their own specific content challenges.
Accenture Interactive’s content business with Our facility supports full multimedia production,
nearly 10,000 practitioners worldwide. She and new, collaborative models for delivering
is a recognized thought leader in the field, a content in an omni-channel world—honoring
frequent public speaker, and the founder of our commitment to the role of content within
Accenture’s Content Studio based in the Soho the enterprise. Annually, we publish the State
neighborhood of New York City. of Content Survey, bringing insights from over
1000 senior executives, from 18 countries across
14 industries. Throughout the year we conduct
About Accenture Interactive and share with the pubic research on varied
topics of interest to us.
Accenture Interactive, part of Accenture
Digital, helps the world’s leading brands drive
superior marketing performance across the full
About Accenture
omni-channel customer experience. Accenture
Interactive offers integrated, industrialized Accenture is a leading global professional
and industry-driven digital transformation and services company, providing a broad range of
marketing solutions. services and solutions in strategy, consulting,
digital, technology and operations. Combining
unmatched experience and specialized skills
Follow us at @AccentureSocial
across more than 40 industries and all business
Visit us at www.accenture.com/interactive
functions—underpinned by the world’s largest
delivery network—Accenture works at the
intersection of business and technology to help
clients improve their performance and create
sustainable value for their stakeholders. With
approximately 373,000 people serving clients
in more than 120 countries, Accenture drives
innovation to improve the way the world works
and lives. Visit us at www.accenture.com.
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