Turbotodd

Ruminations on tech, the digital media, and some golf thrown in for good measure.

Posts Tagged ‘accenture

It’s Snowing In Tucson

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Okay, golf fans, the Accenture Match Play tournament has finally moved from being one big snowball fight in the parking lot to an actual competitive golf tournament.

I had turned on the TV late yesterday afternoon to check in on the supposed first day’s play that I had recorded on the DVR, only to discover that play was slowed to a halt by a snowstorm…in Tucson. In the desert.

I’m not making this up.

For you golf novices, match play in golf is very different than the traditional stroke play you see on your typical weekend golf tournament.

In match play, think about how the 64 brackets in the NCAA basketball tournament break down, and you’ve got the gist of it.

For the Accenture, sixty four players are grouped into four super brackets, and in each, one player faces off another player in the first round.

Whoever wins the most holes out of the 18, wins that match and, like in college basketball, moves on to the next round.

It’s also an entirely different kind of golf strategy. When your opponent makes a mistake, you work to seize on that mistake by not screwing up yourself, so each match can be akin to watching a dance — the only question is, who will step on who’s golf shoes?

In the finishing of round one that just got underway mid-afternoon Tucson time, there have been a few surprises.

South African Charles Schwartzel, a favorite going in, lost 1 up to rookie Russell Henley.

Spaniard Sergio Garcia almost gave away a commanding lead to Thai golfer Thongchai Jaidee (who, by the way, saw his first snow ever yesterday…also in Tucson!), and they battled it out into extra holes until Garcia took the match 1 up.

Our favorite European Ryder Cup nemesis, evil-eyed Ian Poulter, stepped away from his Twitter account long enough to take out Stephen Gallacher 2-1.

But the matches much of the golf world are holding their breath for are those featuring Tiger Woods v. Charles Howell III, and world ranked number one, Rory McIlroy, matched against fellow Irishman Shane Lowry.

The big question on my mind: Has McIlroy adjusted yet to those new $90 million Nike golf clubs? Rumor was going into the tournament, he had already switched back to his faithful Scotty Cameron putter, but then I’d read Nike had added some weights to his custom “Method” putter so he’d switched back to all Nike, all the time.

Switching clubs is not always a seamless transition, as I recently discovered, and I don’t depend on my clubs to make a living. McIlroy’s first three holes today would suggest they’re good enough (he was 1 up after 3 last I checked).

Tiger…well, Tiger’s just been on, and he probably also just beat the leader of the free world by a good 20 strokes last weekend (President Obama), so his confidence is probably high.

Could it all come down to Woods v. McIlroy in the championship match on Sunday (or, Monday, assuming the snow delay pushes out the finish)?

Methinks the golfing gods won’t be THAT generous to we fans, but I’m certainly willing to send that energy into the universe to try and make it so. CBS will never have seen golf ratings so high so early in a golf season.

Written by turbotodd

February 21, 2013 at 10:21 pm

Uggie And Hunter

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Well, I didn’t have the opportunity to see the entire Oscars telecast last evening, but I wasn’t surprised to waken here in Toronto to discover “The Artist” had walked away with five statuettes.

I was also pleased to hear of some of the other evenings’ winners: Woody Allen for his screenplay of “Midnight in Paris” and Meryl Streep once again for her performance in “The Iron Lady.”

I do take exception to all the negativity towards Uggie, the canine co-star of “The Artist.”  Hey, man, it’s not easy being a Jack Russell terrier in Hollywood.  If you want a friend, get a human.

But this weekend’s best performance probably should have gone to golfer Hunter Mahan, who took out Ireland’s Rory McIlroy in the last match of the Accenture World Golf Championships in Arizona 2-1.  I’ve got the match sitting on my DVR back in Austin, and can’t wait to watch the replay.

This was Mahan’s second victory in the World Golf Championship series, and the fourth of his career.  He never trailed in the championship match with McIlroy, and in fact, went his last 74 holes without falling behind in a match.

Nice to see the Accenture have an American win the trophy once in a while.

Written by turbotodd

February 27, 2012 at 5:55 pm

The Subservient Marketer

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Greetings from snowy Utah.

I thought I’d head out here and get some skiing in before the masses arrived for the Christmas holidays.

Fortunately, I arrived just in time for old man winter to really kick into gear in the Wasatch mountains.

Deer Valley, where I skied yesterday, got about 17 inches of new white stuff in the prior 24 hours, and 17 in Alta (where I hope to be skiing today, weather permitting).

But no amount of snow has slowed the winter holiday shopping season, with comScore reporting that online holiday spending is approaching $20B, a steady 3 percent increase over this time last year.

But Tiger Woods won’t be receiving any gifts from consulting firm Accenture, which ended its six-year marketing relationship on Sunday.

According to a New York Times story, Accenture said in a statement that Woods was “no longer the best representative” for its advertising.

“Go on.  Be a Tiger.”  Just no longer do it on behalf of Accenture.

Interesting.  Just the other day in the Salt Lake City airport, I distinctly remember seeing a big ol’ ad for Accenture, featuring a picture of Tiger: “The road to high performance isn’t always paved,” said the tagline.

To which the obvious rejoinder is now: “Sometimes it runs straight into a fire hydrant.” (This courtesy of James Surowiecki’s fine column on Woods’ downfall in the December 21 & 28 edition of The New Yorker.)

So there is a price to be paid for all that philandering, after all.

While we wait for the next Tiger sponsorship  domino to fall, congrats go out to Crispin Porter & Bogusky for being named “Agency of the Decade by Ad Age.

That Subservient Chickenstill one of my all time faves, was the brainchild of Crispin on behalf of Burger King.

I paid a visit to the site this morning — give me a break, I’m on vacation…I have nothing better to do! — and instructed the Subservient Chicken to “Dance the Funky Chicken,” and Mr. Chicken got right to it.  And a fine dance it was.

But not all clients are so lucky to have a Crispin on their roster.

If your regular old boring interactive marketing hasn’t worked for you in 2009, it’s okay, help is on its way!

Here’s why: 2010 is the year that social media really takes root and has bottom-line impact on your business results.

Really.

Seriously.

I’m not kidding!

A new study from the CMO Club and BazaarVoice (who have a significantly vested interest in the blossoming of social media marketing, and whose technology IBM has been piloting) reveals that nearly two-thirds of chief marketing officers plan to increase social media budgets in the next year.

Spending?  On what?

I thought social media was free!  That’s what I keep hearing when I ask my executives for budget to do social media!

All kidding aside, the Online Media Daily article indicates that in 2010, CMOs expect social initiatives to directly impact their bottom lines, without exception.

The article goes on: As a result, the metrics they track for social campaigns will shift from Web-centric benchmarks like traffic, page views, and “fans,” to ones linked more directly to their overall business like conversions and average order value, along with sales.”

You know, kind of how they measure the full impact of their print and broadcast advertising initiatives today — you know, Mad Men style.

Ahem.

To wit, all I can say is, don’t throw the social media baby out with the bathwater.

Though the indisputable fact that the market is a conversation may not be enough to warrant your precious marketing dollars without a solid ROI, remember that that conversation can impact your business interests far and wide, and all without you ever having spent a dime.

Go on.  Just ask Tiger.

Written by turbotodd

December 14, 2009 at 4:13 pm

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