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Accenture (NYSE: ACN) has been appointed by world hospitality group Accor to help its content material manufacturing functionality, driving scale and establishing consistency in native and world advertising and marketing communications throughout its lodge manufacturers, tailor-made to friends’ evolving wants.
Accenture Music, Accenture’s tech-powered artistic group, created the ‘Content material Atelier’, a brand new data-driven content material provide chain mannequin that goals to create customized, versatile, environment friendly and high-quality advertising and marketing and communications content material throughout each buyer touchpoint, while lowering prices.
Spanning each bodily and digital communications, the ‘Content material Atelier’ might be accessible to all Accor advertising and marketing professionals worldwide, enabling content material manufacturing administration from the preliminary temporary to efficiency measurement and content material optimization. The service has been developed with main design ideas and makes use of Accenture’s SynOps platform for advertising and marketing and content material operations, while being built-in into Accor’s infrastructure.
Towards a backdrop of adjusting visitor expectations and world macroeconomic shifts, the ‘Content material Atelier’ makes use of a data-led method to allow Accor model entrepreneurs to deal with their most necessary actions, while aiming to extend the effectiveness of its digital advertising and marketing applications, drive extra visitors to its branded web site, and ship distinctive buyer experiences.
Technological innovation is essential to the design of the service, with generative AI a part of the strategic content material manufacturing roadmap. In help of Accor’s dedication to form the way forward for journey, sustainability sits on the core of all content material manufacturing actions by model and advertising and marketing technique to advertising and marketing content material activation.
Accor is dedicated to extending hospitality and galvanizing new alternatives and experiences for our friends. So, it’s essential we’ve the correct framework in place to achieve our friends in the correct manner on the proper time on the correct channels, to encourage and help their journey wants and needs. Client consideration shouldn’t be agnostic, it spreads throughout a number of digital channels and we’d like be capable to talk with our friends on all related platforms, notably on the analysis and inspiration stage of the shopper journey. Hospitality is all about connecting with individuals and thru our new digital content material technique we are able to higher join with, encourage and serve our friends. Stéphanie Jaffré, SVP Digital Advertising & eCommerce, Premium, Midscale & Economic system Manufacturers at Accor
Along with Accor, we’ve redesigned the expertise for Accor advertising and marketing professionals, aiming to optimize effectivity on a world degree and guarantee regionally related, ultra-personalized experiences for its friends. We’re proud to help Accor in creating a brand new era of content material manufacturing, harnessing our deep trade, artistic and technical experience. The event of the ‘Content material Atelier’ serves every model throughout the group in keeping with their advertising and marketing ambitions, delivering bespoke and artistic factors of enjoyment worldwide. Martial Viudes, managing director, Accenture Music
Accenture Music, which has been working with Accor’s advertising and marketing and content material groups for nearly 4 years, is already producing the Group’s content material in a number of international locations in Europe.
About Accenture Music
Accenture Music accelerates progress and worth for our shoppers by sustained buyer relevance. Our capabilities span ideation to execution: progress, product and expertise design; expertise and expertise platforms; artistic, media and advertising and marketing technique; and marketing campaign, commerce transformation content material and channel orchestration. With sturdy consumer relationships and deep trade experience, we assist our shoppers function on the velocity of life by the limitless potential of creativeness, expertise and intelligence.
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