Accenture has announced that it has ended its sponsorship deal with Tiger Woods, and staff are supposed to have removed all of those embarrassing advertising posters which say that the company ‘knows what it takes to be a Tiger’. Well, obviously word travels slowly across the Atlantic these days, since there were big Accenture posters with the golfing superstar on them in Copenhagen and Heathrow airports on Friday. One of them, at least, seemed appropriate to the moment, even if it was shot in the days when Woods’ putting was more interesting than his private life, and the ball is impossibly placed off the edge of the green. The caption reads: “It’s what you do next that counts“.
The marketing is the message20 December 2009