Accenture Song to Drive Content Production Transformation for Accor
20 Novembro 2023 - 5:59AM
Business Wire
Accenture (NYSE: ACN) has been appointed by global hospitality
group Accor to support its content production capability, driving
scale and establishing consistency in local and global marketing
communications across its hotel brands, tailored to guests’
evolving needs.
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Accenture Song will support content
production for all Accor brands (Photo: Business Wire)
Accenture Song, Accenture’s tech-powered creative group, created
the ‘Content Atelier’, a new data-driven content supply chain model
that aims to create personalized, flexible, efficient and
high-quality marketing and communications content across every
customer touchpoint, whilst reducing costs.
Spanning both physical and digital communications, the ‘Content
Atelier’ will be available to all Accor marketing professionals
worldwide, enabling content production management from the initial
brief to performance measurement and content optimization. The
service has been developed with leading design principles and
utilizes Accenture’s SynOps platform for marketing and content
operations, whilst being integrated into Accor’s
infrastructure.
Against a backdrop of changing guest expectations and global
macroeconomic shifts, the ‘Content Atelier’ uses a data-led
approach to enable Accor brand marketers to focus on their most
important activities, whilst aiming to increase the effectiveness
of its digital marketing programs, drive more traffic to its
branded website, and deliver exceptional customer experiences.
Technological innovation is key to the design of the service,
with generative AI part of the strategic content production
roadmap. In support of Accor’s commitment to shape the future of
travel, sustainability sits at the core of all content production
activities through brand and marketing strategy to marketing
content activation.
Stéphanie Jaffré, SVP Digital Marketing & eCommerce,
Premium, Midscale & Economy Brands at Accor, said: "Accor is
committed to extending hospitality and inspiring new opportunities
and experiences for our guests. So, it is crucial we have the right
framework in place to reach our guests in the right way at the
right time on the right channels, to inspire and support their
travel needs and desires. Consumer attention is not agnostic, it
spreads across multiple digital channels and we need be able to
communicate with our guests on all relevant platforms, particularly
at the research and inspiration stage of the customer journey.
Hospitality is all about connecting with people and through our new
digital content strategy we can better connect with, inspire and
serve our guests.”
Martial Viudes, managing director, Accenture Song, said:
“Together with Accor, we have redesigned the experience for Accor
marketing professionals, aiming to optimize efficiency on a global
level and ensure locally relevant, ultra-personalized experiences
for its guests. We are proud to support Accor in creating a new
generation of content production, harnessing our deep industry,
creative and technical expertise. The development of the ‘Content
Atelier’ serves each brand within the group according to their
marketing ambitions, delivering bespoke and creative points of
delight worldwide.”
Accenture Song, which has been working with Accor's marketing
and content teams for almost four years, is already producing the
Group’s content in multiple countries in Europe.
About Accenture
Accenture is a leading global professional services company that
helps the world’s leading businesses, governments and other
organizations build their digital core, optimize their operations,
accelerate revenue growth and enhance citizen services—creating
tangible value at speed and scale. We are a talent- and
innovation-led company with approximately 733,000 people serving
clients in more than 120 countries. Technology is at the core of
change today, and we are one of the world’s leaders in helping
drive that change, with strong ecosystem relationships. We combine
our strength in technology and leadership in cloud, data and AI
with unmatched industry experience, functional expertise and global
delivery capability. We are uniquely able to deliver tangible
outcomes because of our broad range of services, solutions and
assets across Strategy & Consulting, Technology, Operations,
Industry X and Song. These capabilities, together with our culture
of shared success and commitment to creating 360° value, enable us
to help our clients reinvent and build trusted, lasting
relationships. We measure our success by the 360° value we create
for our clients, each other, our shareholders, partners and
communities. Visit us at www.accenture.com.
Accenture Song accelerates growth and value for our clients
through sustained customer relevance. Our capabilities span
ideation to execution: growth, product and experience design;
technology and experience platforms; creative, media and marketing
strategy; and campaign, commerce transformation content and channel
orchestration. With strong client relationships and deep industry
expertise, we help our clients operate at the speed of life through
the unlimited potential of imagination, technology and
intelligence.
Copyright © 2023 Accenture. All rights reserved. Accenture and
its logo are trademarks of Accenture.
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Rosie Milton-Sch�nemann Accenture Song +44 7769 286484
rosie.milton@accenture.com
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