Business Services Industry
Beyond the Biz.(recent marketing strategies of several companies)(Brief Article)
B to B, November, 2000
Target demos: Thurston Howell, Joe Six-Pack
Judging from the media buys planned by Andersen Consulting for its relaunch as Accenture on Jan. 1, one might think its executives are targeting not the b-to-b tech crowd, but the Meisterbrau-and-sofa set. The firm is dedicating much of its $175 million advertising campaign toward the Super Bowl (remember Pets.com?), as well as the Accenture Match Play Golf Championship and the World Soccer Dream Match in Japan. Apparently, Andersen is also reaching out to the Pavarotti-and-caviar crowd; it will also run ads in the theatre magazine Stagebill.
Olivebranch@
unemployed.com
It seems lots of companies are rushing in to help dot-com employees who were pink-slipped during the latest wave of...
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