To ensure the content campaign matched the scale of the ambition, we developed a series of in-depth interviews with notable CFOs from around the globe, including Apple, BP, Nokia, Toshiba, Hitachi, Chevron, NBC, Halliburton, Petronas and AkzoNobel.
These interviews, which in total captured the views of around 80 CFOs across the two waves of the project (2018 and 2020), revealed deep insight into how their roles were evolving and how they were influencing the strategic direction of their companies. During the 2020 research, this also involved discussing the strategic response to Covid-19.
By capturing the views and experiences of such high-profile industry leaders, Accenture was able to create a halo effect around its campaign. The expert interviews ensured that the content for the campaign was high-impact, distinctive and differentiated from that of Accenture’s competitors.
Our work on the CFO programme has successfully enabled Accenture to forge deeper connections with influential CFOs around the world; to build closer relationships with its existing clients; and successfully attract new clients and secure new business in parallel.