Accenture is a leading global management consultancy, but also increasingly a marketing services provider in its own right. Although it offers business consulting in virtually every sector of industry, the group developed a particular emphasis in the 2000s on assisting clients with the integration of IT services and outsourcing. Far from being damaged by the 2008 economic downturn, Accenture's performance improved as clients rushed to cut costs by outsourcing or improving their internal efficiency. Arguably more marketing-conscious than its competitors, it developed an unusually high profile for its industry through a long-running marketing campaign featuring, until the end of 2009, superstar golfer Tiger Woods. As a result it was one of the first management consultancies to begin itself offering marketing services to its clients. A dedicated marketing sciences unit which aimed to help clients get the maximum effectiveness from their own advertising and media strategy has been expanded through the acquisition of a succession of third party units, including digital agencies Acquity Group and Javelin Group. In 2016, in a first step into full service marketing, it acquired London creative agency Karmarama; followed in 2017 by German digital agency Sinner Schrader, Australian creative shop The Monkeys and Ireland's Rothco; then MXM and others in 2018. Its most prestigious deal to-date was the purchase of admired agency Droga5 in early 2019.
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Adbrands Daily Update 8th Apr 2019: Only days after the announcement of its Droga5 deal, Accenture confirmed yet another addition to its portfolio. The newest bolt-on is Spanish creative boutique Shackleton. "We're proud to join Accenture Interactive and help to further enhance its Experience Agency model," said the agency's chief executive Pablo Alzugaray.
Adbrands Daily Update 3rd Apr 2019: Accenture has scored its biggest coup to-date with a deal to acquire Droga5, one of the world's most admired creative agencies. "The future of brand building is not just about creating great ideas," said Accenture Interactive CEO Brian Whipple, "it's about creating great experiences. We're excited to work with David Droga and his team of brand strategists and creative minds to further our ambition to improve the full human experience with brands. Joining forces with Droga5 will be a game-changing milestone for us and the industry as we continue to assemble the right mix of capabilities for the modern-day marketer." No terms were disclosed, but Accenture is thought to have bought out a majority if not all of Droga5's equity, including the 49% stake previously held by WME-IMG. That group is currently readying an IPO, and Droga5 may have been deemed insufficiently core to the talent group's strategy.
Adbrands Daily Update 11th Feb 2019: Pierre Nanterme, the French-born chairman & CEO of Accenture since 2011, has died at the age of just 59. He stepped down from the company a month ago following the recurrence of cancer with which he was originally diagnosed in 2016. Nanterme was largely responsible for consultancy's aggressive push, first into IT sourcing, and more recently into marketing services. Accenture's staffing levels have more than doubled since his appointment as CEO, and profits have risen by almost 80%. CFO David Rowland was named as interim CEO.
Adbrands Daily Update 13th Dec 2018: Accenture's wide-ranging global acquisition drive continues. Among the latest additions to its Accenture Interactive division is US ad tech platform Adaptly, which allows advertisers to plan and buy space across Facebook, Google and Amazon, and other sites, as well as to optimise creative content for the best impact on a site-by-site basis. The new addition will become part of Accenture's newly launched programmatic media offering. No price was disclosed.
Adbrands Weekly Update 8th Nov 2018: Latest addition to Accenture's collection of marketing agencies is the noted German creative shop Kolle Rebbe, perhaps best-known internationally as the global agency for national airline Lufthansa and local custodian of the Audi account. No terms were disclosed; however, a deal has been under consideration for some months, even before the untimely death of owner and CEO Stefan Kolle last year. The creative shop will be partnered within Accenture Interactive Germany by digital agency Sinner Schrader, whose founder Matthias Schrader negotiated the latest acquisition, and now becomes country leader of the combined business in all German-speaking markets. Kolle Rebbe's existing management team will remain following the deal.
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