
Tiger's Worst 60 Days Ever Get Worse
NEW YORK (
) --
Accenture
(ACN) - Get Report
has managed to carry on with a new advertising campaign without
Tiger Woods
... and without letting any of the company's previous advertising efforts go to waste.
How has Accenture managed to keep the essence of the ads that it poured so much money into without keeping the face of the ads? The
Financial Times
looked at this new campaign and found that Accenture has cleverly kept the look and tone of its old ads by tweaking their taglines to include words such as, "Who says you can't be big and nimble?" alongside the image of a surfing elephant.
In another example,
FT
mentioned a poster of a frog in mid-leap complimented by the words, "Play quantum leapfrog."
"Taglines that had highlighted Woods's sporting dexterity have evolved, rather than been replaced,"
FT
commented. This salvages the millions of dollars that Accenture invested into marketing its image all these years.
FT
adds that because the company tests campaign ideas regularly, Accenture had one on hand as it severed ties with Woods,
FT
reports. Therefore Accenture has been able to move forward with a new campaign just five weeks after it said goodbye to Woods.
But while Accenture may have had contigency plans installed at its marketing facilities, not everyone has been so well prepared. For example,
Golfweek
thinks that Wood's first U.S. golf course design project has likely been stalled for now, and that one contributing factor to this is that the developer of the golf course community -- The Cliffs Communities -- had relied heavily on Woods' image as a family man to help sell properties.
"With a wife and two kids, your perspective on life changes," Woods said in a promotional video, cited by
Golfweek
, for the family golf and recreational community at High Carolina, outside Asheville, N.C. "I want to have my kids experience something like this. I want to be able to bring them up here and feel safe, feel secure and enjoy running the trails and being a part of nature like this. Because your priorities start changing and evolving once you have family, and I want to be able to come up here as often as I can."
Woods' was reportedly going to be paid $15 million to design the golf course at The Cliffs family community at High Carolina. The deal reportedly would also have included royalties from the sale of real estate that comes with the golf course.
Golfweek
mentioned that Tiger Woods Design has been selective with its projects. The golf course design firm charges a minimum fee of $10 million per design. In an attempt to follow-up on the The Cliffs project,
Golfweek
tracked down Bryon Bell, president of Tiger Woods Design, but he wouldn't discuss whether Woods was planning on adjusting his fees or provide updates on current projects.
In the wake of Woods' indefinite leave from professional golf,
businesses have clearly been coping with his absence differently
.
Nike
(NKE) - Get Report
, which has depended on Woods to help build up its golf brand, recently went ahead
without him. Similarly,
Electronic Arts
(ERTS)
has also been trying its best to conduct business as usual in his absence. On Jan. 21, EA Sports announced that its new online golf game "Tiger Woods PGA Tour Online" had become available for free previewing.
Other sponsors have backed away from Tiger even further.
Procter & Gamble's
(PG) - Get Report
Gillette unit has remained distant to Woods since his sex scandal broke into the open.
AT&T
(T) - Get Report
was able to drop him completely
-- Reported by Andrea Tse in New York
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