  Accenture is the exclusive High Performance Business Partner of the world-renowned Royal Shakespeare Company (RSC).
The RSC traces its roots back to the 1870s and is based in Stratford-Upon-Avon in the United Kingdom. Its ambitious aim is to keep audiences in touch with Shakespeare as our contemporary—understanding his work through today's artists, actors and writers. Therefore, the company's repertoire not only includes the work of Shakespeare and his contemporaries, but classic plays by international dramatists and work by living writers. The RSC also produces extensive education and outreach work to engage more people with Shakespeare's work and with live theatre. The RSC's work is performed throughout the year in Stratford-Upon-Avon, regularly in London and throughout the United Kingdom. Although the United Kingdom is the RSC's home, its audiences are global with regular performances in international theatres. The RSC is returning to London’s West End in November 2009 with a limited run of Gregory Doran’s production of Twelfth Night at the Duke of York’s Theatre. This production sees the RSC debuts of Richard Wilson as Malvolio and James Fleet as Sir Andrew Aguecheek. As the RSC's partner, Accenture provides the RSC with services to help it develop its performance as a business and to achieve the same unparalleled success commercially as it enjoys artistically. Most recently, Accenture provided the RSC with a range of skills and facilities that enabled it to correctly segment customers according to their behavior. By identifying and understanding the results, the RSC is able to analyze audience data continuously, tailor future productions around its priority audiences and revise marketing strategy scenarios on its own. "The opportunity to be involved with the world's best-known theatre company gives us a high-visibility partner, with whom to demonstrate our customer relationship management expertise, and a relationship that encapsulates our High Performance Business strategic initiative," said Mark Foster, group chief executive–Management Consulting & Integrated Markets, Accenture. Accenture is pleased to partner with the RSC in bringing Shakespeare and his contemporaries' work to life for a global audience. For more information on the Royal Shakespeare Company, go to:
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