Go on, be a Tiger

After 6 years of using his image as a "powerful metaphor of business success" Accenture announced on Sunday December 13th the end of its relationship with Tiger Woods.

There are 2 troubling things with this announcement:

1- a missed opportunity:

A brand that has been working so hard to position itself as a reliable partner could have taken this opportunity to demonstrate how it 'collaborates with clients to help them become high-performance businesses' not only when they are making millions, but also when times are tough.

2- an unfortunate choice of words:

Beyond the decision itself, which may be understood considering Accenture's past and line of business, the firm could have exercised greater sensibility, if not class, when it came the announcement.

Compare their press release with declarations by other major sponsors:

- Accenture: "given the circumstances the company has determined that he is no longer the right representative for its advertising. We will immediately transition to a new advertising campaign. Accenture wishes only the best for Tiger Woods and his family".

- Nike:"I think he's been really great...when his career is over, you'll look back on these indiscretions as a minor blip, but the media is making a big deal out of it right now." (Phil Knight, CEO)

- Gillette: "He is still part of Gillette. As Tiger takes a break from the public eye, we will support his desire for privacy by limiting his role in our marketing programs". (Mike Norton, spokesman)

At least Accenture's rapidly redesigned website offers one possible explanation for their un-sportsmanly attitude.