"Accenture has begun referring to its global workforce of nearly 800,000 people as "reinventors" as part of a sweeping restructuring aimed at positioning the consultancy as a leader in artificial intelligence. Chief executive Julie Sweet has already adopted the new terminology in internal communications, and the company is encouraging the label to be used across the business. The shift stems from a June reorganisation that merged Accenture's strategy, consulting, creative, technology and operations arms into a single entity called Reinvention Services."
"The rebrand is the consultancy's second major identity overhaul in three years, following the 2022 transformation of its interactive division into Accenture Song - a move widely mocked across the advertising and marketing industries. Damon Collins, co-founder of the agency Joint, was scathing about the latest effort. "From the people that brought you Accenture Song now come the 'reinventors'. Staff are going to cringe," he said. "If they think this is going to win favour with employees or clients, they have another thing coming.""
Accenture renamed its global workforce 'reinventors' after merging strategy, consulting, creative, technology and operations into Reinvention Services. Chief executive Julie Sweet has used the term internally and the company is encouraging its adoption across the business. The rebrand follows a 2022 identity change of its interactive division into Accenture Song, which attracted ridicule. Industry branding experts warned that applying the reinventor label to 800,000 employees risks confusion and unrealistic expectations. The article cites other unconventional corporate titles as context. The move coincides with a sharpened focus on artificial intelligence and a tougher stance on employee skills.
Read at Business Matters
Unable to calculate read time
Collection
[
|
...
]