Drewbot

For six years, Tiger Woods was the advertising face for Accenture, the big consulting firm. But now that Mr. Woods has confessed to infidelities amid an assault of media coverage, Accenture wants him to disappear.

I won’t call this a mistake, but I bet it’ll be a regret.

Accenture has spent the last year advertising using images of Tiger in bad situations. He looks for his ball in hip-deep rough. He spots it on the edge of some rocks over water. Often times it’s in the sand. The message they aimed for was one aligned with the tough year that was 2009. When the economy took a turn, budgets were wrangled and all looked lost. Tiger and Accenture felt your pain, but neither were willing to give up in golf or business, respectively.

Until Accenture did give up, just as Tiger…well, let’s just say I’m not going to make a joke inline with the ad descriptions in the last paragraph.

My guess is they’ll regret it in about six months.

Now, I’m aware of the problems they face. Sticking with someone stuck in the muck of negative PR. Weathering a scandal that grips the world is never easy. I’m guessing that the decision to drop Tiger was not taken lightly and reached well outside and above their marketing department.

But there’s always laying low. Putting Accenture and Tiger on the back burner while you pursue a different course in the meantime. Because after Tiger gets through this—and he will—ends his marriage, confesses to Oprah, and whatever else needs to happen, he’ll return to golf. And he’ll attack the game with a singular passion. When he returns my money is on Tiger. There’s nothing else.

And there’s one story the public likes better than a scandal: the return. After the fall from grace comes the return, and nothing is more cathartic and glorious. And Accenture will miss out on the greatest brand story they could have owned.