Ad of the Day | Starting Today Shackleton Is Called Accenture Song

Jul. 08, 2022

Shackleton was founded in January of 2004. With dedication and effort, it became the largest independent Spanish agency. Today, 18 years later, it has a new name: Accenture Song. To announce this key shift, its entire team, made up of more than 180 professionals, wished to pay tribute to its name since its foundation through "On the road again", a campaign stressing that what really matters is not the name, but rather the work behind it, and the professionals who earned its recognition; and that essence will remain the same.

The spot transports us to early 2004, with Antonio Montero in his office. The scene begins with the advertising executive reading a story about Shackleton's founding, and trying to pronounce the name well, which was almost impossible at the time. The viewer then witnesses the passage of time and how, little by little, that complicated name gains growing position and recognition. Down until today, when the agency's integration under the Accenture Song brand is announced.

Juan Silva said:

"We wanted to convey that a name is just a name, however simple or complicated it may be. What's really important is the work you do under that name."

 

Lucia Angulo said:

"Shackleton bears the unmistakable stamp of those of us who are part of it. For 18 years we've believed in what we do, and we continue to. Even in this end-of-stage campaign. I'd like to thank my colleagues in the sector who are with us on this change, and those who formed and form part of what, today, is Accenture Song Creative, this new project that we hope will revolutionize everything."

 

The film features cameos by iconic figures in the advertising world like Antonio Montero, Jose Luis Moro, Pablo Torreblanca, Sito and Bitan Franco; and other lesser-known characters and elements, including clients, journalists, presenters and awards.

To communicate the firm's integration into the Accenture Song brand, a communication plan was launched that, in addition to the spot, email marketing and direct marketing directed at customers, friends and suppliers. This last piece includes a limited-edition, numbered metal key ring made from the letters of the different "Shackleton" signs that graced the facades of its different locations. The keyring, featuring the Accenture Song logo, represents the integration of both the agency's name change, the momentum inherited from all its experience and work in its previous years, to turn it, as they put it in their mailing message, "into something every bit as extraordinary as we've always been."

With offices in Madrid, Barcelona and Santiago de Chile, its work has been recognized at Cannes Lions, the Echo Awards, Caples, D&AD, Eficacia, Ondas, and El Sol, among others. Shackleton has been named Agency of the Year in Spain on different occasions, as well as at Cannes Lions for three years straight. It has won the Grand Prix at Cannes Lions, the Echo Diamond Award, and Spain's Gran Premio Eficacia.