In response to Tiger Woods' Friday evening announcement to take an indefinite break from
professional golf, Accenture severed ties with him. The company will immediately
transition to a new advertising campaign.
By Dominic Serrao/Examiner
Tiger Woods is no longer the face of Accenture, the company announced Sunday. In response to Woods' Friday evening decision to take an indefinite break from professional golf, Accenture's decision comes as no surprise.
For the past six years, Woods' golf course successes were featured in Accenture's global marketing campaigns promoting high-performance business. In a statement posted on its website, Accenture said, "given the circumstances of the last two weeks, after careful consideration and analysis, the company has determined that he is no longer the right representative for its advertising."
Acknowledging their "very successful sponsorship arrangement", Accenture said Woods’ "achievements on the golf course have been a powerful metaphor for business success in Accenture’s advertising."
A global management consulting and technology services provider, Accenture employs 177,000 people in over 120 countries. The company will now transition to a new advertising campaign. Woods' ads included marketing phrases such as 'plan 70%, backup plan 30%', 'interpretation 60%, information 40%', 'distractions 0%', and 'risk 25%, reward 75%'
Annually, Woods' endorsement deals surpass $100 million promoting brands such as American Express, AT&T, EA Sports, Gatorade, Gillette, Nike and Tag Heuer. On Saturday, Gillette announced they will be limiting Woods' role in their marketing programs. Earlier in the week, Gatorade said it was discontinuing its Tiger Woods drink.
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