埃森哲棄用老虎伍茲作代言

咨詢公司埃森哲(Accenture PLC)周日表示，將結(jié)束與老虎伍茲(Tiger Woods)為期六年的代言合同。此前兩周里，這位高爾夫球星被曝出婚外情。

Accenture PLC is dropping its six-year sponsorship of Tiger Woods, the company said Sunday, following two weeks of revelations of the star golfer's alleged extramarital affairs.

埃森哲周日在一份聲明中說：經(jīng)過仔細(xì)考慮與分析，公司認(rèn)為，他不再是公司廣告的合適代言。

'After careful consideration and analysis, the company has determined that he is no longer the right representative for its advertising,' Accenture said in a statement on Sunday.

自2003年以來，這家咨詢公司一直用伍茲的形象作為一種高績(jī)效企業(yè)的象征。埃森哲的網(wǎng)站上曾有一段文字說：老虎伍茲不僅因高爾夫球場(chǎng)上的成功而聞名，同樣也因?yàn)樗穆殬I(yè)精神、專注以及他對(duì)卓越孜孜不倦的追求而為世人所知。

Since 2003, the consulting firm has tapped Mr. Woods's image as a symbol of high performance business. 'Famous not only for his success on the golf course, Tiger Woods is equally renowned for his work ethic, focus and commitment to continual improvement,' Accenture's Web site once read.

營(yíng)銷專家曾表示，在伍茲的所有贊助商中，埃森哲擔(dān)負(fù)的風(fēng)險(xiǎn)最大。伍茲是該公司廣告活動(dòng)的中心，包括在27個(gè)國家發(fā)布的平面廣告、有線電視和電視廣告，以及機(jī)場(chǎng)的陳列廣告。

Of all Mr. Woods's sponsors, Accenture has the most at stake, marketing experts have said. Mr. Woods was the centerpiece of the company's ad campaigns, which included print, cable and TV advertising in 27 countries, as well as display ads in airports.

多數(shù)廣告都有伍茲在高爾夫球場(chǎng)上的形象，并配以廣告語，如：我們知道成為老虎的必要條件，或者是；努力前進(jìn)，做一只老虎。截至周六晚，埃森哲配有伍茲形象的廣告牌仍在機(jī)場(chǎng)顯示。

Most ads featured an image of Mr. Woods on the golf course, along with a tagline that read: 'We know what it takes to be a Tiger' or 'Go on. Be a Tiger.' Accenture billboards featuring Mr. Woods continued to appear in airports as of Saturday night.

埃森哲表示，計(jì)劃立即過渡到2010年開始的新一輪廣告活動(dòng)中。

Accenture said it plans to 'immediately transition to a new advertising campaign,' scheduled to launch in 2010.