Accenture has been appointed by global hospitality group, Accor, to support its content production capabilities, driving scale and establishing consistency in local and global marketing communications across its hotel brands to tailor to guests’ needs.
Accenture’s tech-powered creative group, Accenture Song, created the ‘Content Atelier’, a data-driven content supply chain model that creates a personalized, flexible, efficient and high-quality marketing and communications content across every customer touchpoint.
The ‘Content Atelier’ will be available to all Accor marketing professionals across the global to enable content production management from the initial brief to performance measurement and content optimization. The service has been developed with leading design principles and leverages Accenture’s SynOps platform.
Stéphanie Jaffré, SVP digital marketing and e-commerce, premium, midscale and economy brands at Accor, said: “Accor is committed to extending hospitality and inspiring new opportunities and experiences for our guests. So, it is crucial we have the right framework in place to reach our guests in the right way at the right time, on the right channels, to inspire and support their travel needs and desires.
“Consumer attention is not agnostic, it spreads across multiple digital channels and we need to be able to communicate with our guests on all relevant platforms, particularly at the research and inspiration stage of the customer journey. Hospitality is all about connecting with people and through our new digital content strategy we can better connect with, inspire and serve our guests.”
Martial Viudes, managing director, Europe and LATAM, Accenture Song, said: “Together with Accor, we have redesigned the experience for Accor marketing professionals, aiming to optimize efficiency on a global level and ensure locally relevant, ultra-personalized experiences for its guests.
“We are proud to support Accor in creating a new generation of content production, harnessing our deep industry, creative and technical expertise. The development of the ‘Content Atelier’ serves each brand within the group according to its marketing ambitions, delivering bespoke and creative points of delight worldwide.”
