Using celebrities as company advertising fronts has both immense rewards and equally high risk. On the positive side, associating with a well-known, successful and popular personality provides instant brand recognition, enhances the company by association and quite often works off the image already created and crafted by that celebrity. The risk however is that any negative impact to that celebrity creates collateral damage for the company, and a long-term association is difficult to quickly unwind...
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A balanced article, clearly presenting the pros/cons of such a decision - well written.
I'm of the opinion that Accenture's brand is strong enough to stand alone like those of Deloitte and PwC. However, I think abandoning Tiger now would draw far too much heat from the media bringing the decision and Accenture under scrutiny.
I'd advice staying the course with Tiger (let's face it Accenture's services or offerings are not going to be boycotted) and review the position in 6 to 12 months time.
A great article and I clearly agree with your points about Accenture and Tiger. So many years advertisement means 'Tiger Woods' for them...If consulting business means 'Integrity' Accenture should drop Tiger Woods immediately and move on...
Looks like as today, they've taken off the Tiger adds from their front page (both global and Canadian site). They were there yesterday.
One of Accenture's Core Values is Integrity -
Being ethically unyielding and honest and inspiring
trust by saying what we mean, matching our behaviors
to our words and taking responsibility for our actions.
Looks like they don't have to decide anymore, Tiger made the decision for them. He is taking an "indefinite leave from golf."
http://msn.foxsports.com/golf/story/10493220/Tiger-to-take-indefinite-break-from-golf-?GT1=39002
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