Stone came on board to improve the quality of content generated for media consumption in order to improve media engagement and increase industry share of voice for Accenture. Through careful quality content generation, themed and integrated campaigns, and media engagement Accenture received almost unprecedented media coverage, which in turn led to a 7% increase in share of voice among industry competitors within 8 months.
Challenge at hand
In keeping with their theme for the year “Leading in the New”, Accenture sought for a new innovative communication agency that would build a strong media profile, unlock content value from the business, and be part of one extended and integrated team.
Accenture in South Africa provides access to a wealth of research and valuable insight across industry parallels and verticals. Developing the available content for media engagement and consumption was integral to support positioning of Accenture in South Africa as a leading thought leader.
The firm needed to leverage its reputation and leadership as the trusted advisor and premier provider of business and technology services for private and public sector clients in South Africa, whilst positioning innovation as an enabler for business transformation and outcomes.
Stone’s approach to meeting the need
The Stone team developed the thought leadership profile of the CEO and his executives in the various business units at Accenture, providing a tailored tone of voice for each, and overall carefully researched quality content for dissemination in the media. Stone delivered media-ready content that was easily accessible, shareable and newsworthy in line with industry happenings. Stone assisted Accenture in leveraging speaking opportunities and strategic points of view by the business units into content that could be successfully used for media consumption.
Results achieved and value added for Accenture
Due to Stone’s strategic counsel and approach to the required media and communication activities, Accenture improved in share of voice by over 7% within 8 months, through quality content creation, consistent media engagement and liaison, and using communication as a business tool.
Through careful thematic scheduling of communication activities, media and stakeholders received a continuous stream of information tailored to their specific audience.
Stone effectively mined trapped content value by placing engagement on the main business agenda, releasing media-ready content, and building the thought leadership profile of each business unit. This was to establish Accenture’s reputation at the C-suite and executive level, positioning Accenture as the expert partner of choice.