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Darren Rovell brings you his unique take on the business of sports: a multi-billion dollar global industry and obsession full of personalities and products. On Sports Biz, Darren will give you his up-to-date take on everything from salaries to endorsement deals to marketing and promotions, trades and tirades – in short, everything that makes sports so exciting.

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Mar.06

11:32 AM ET

Friday, 6 Mar 2009

Accenture Hits A Hole In One With Tiger Ad

Posted By:Darren Rovell

Sectors:Retail | Food and Beverage | Media | Personal and Household Goods

Companies:Accenture Ltd. | Nike Inc | Under Armour Inc

I have to admit.

I haven’t been too impressed with the print advertising Accenture [ACN Loading... () ] has rolled out since they signed Tiger Woods many years ago.

They bought a tremendous amount of airport sign advertising, even though their ads – which now end with “We know what it takes to be a Tiger” – sometimes have more than 40 words in them.

That’s a lot to read when you’re trying to make a flight.

But the consulting company’s ad in the Wall Street Journal yesterday was really stellar. To be honest, I wasn’t expecting an ad from the company since Woods just lost in the second round of the WGC Match Play Championships, which happens to be sponsored by Accenture.

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What did the company do? They made the most of Tiger’s struggles by calling attention to it and drawing the correlation to the struggles of the country and Accenture’s potential clients in this economic environment.

Real ads like this, that are both sensitive and relevant, are the only ones that are going to draw the eyes of the consumer these days.

Tiger Woods featured in an Accenture ad.