The creative visually depicted tough situations on the golf course and related them to the business world in the copy. The media selected mirrored this. We capitalised on the business editorial strength of the two business titles (BusinessWeek and Forbes) by having them write about high-performing businesses. Golf Digest focused on how to improve your golf when faced with tough situations. Editorial synergy thereby helped reinforce the creative theme.

Although the campaign only launched three months ago, initial results from Accenture’s proprietary tracking study are impressive. Brand awareness amongst the elusive C-Suite has been maintained at 44%, matching IBM’s brand awareness with one tenth of their budget. A high performance indeed!