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 and improving their internal efficiency. More marketing-conscious than its competitors, Accenture 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. The first step was the creation of a dedicated marketing sciences unit to help clients audit the performance of third party advertising and media partners. However, this has been expanded through the acquisition of a succession of actual agencies, initially in the digital sector but increasingly in traditional advertising and marketing. The first step into full service marketing came with the acquisition of London creative agency Karmarama. A succession of other deals have followed including German digital agency Sinner Schrader, Australian creative shop The Monkeys and Ireland's Rothco; then MXM and Kolle Rebbe and others in 2018. Accenture's most prestigious deal to-date was the purchase of admired agency Droga5 in early 2019. Though there have been unconfirmed rumours of discontent within some acquired agencies, Accenture's buying spree has continued, putting the consultancy in increasingly direct competition with traditional marketing services groups. Many observers predict that it will ultimately launch a bid to acquire one of those groups to further strengthen its offering. Accenture CEO Pierre Nanterme, who led the push into marketing, died in 2019. David Rowland is interim group CEO. Brian Whipple is CEO of Accenture Interactive, which is the umbrella for the group's marketing services business. Net revenues for 2018 were $39.6bn, with net income of $4.2bn. Outsourcing still accounts for more than 40% of revenues. The group doesn't break out the contribution from marketing services, but AdAge estimated a figure of $8.5bn for 2018. That makes Accenture the 6th biggest global marketing services provider by revenues after WPP, Omnicom, Publicis, Interpublic and Dentsu.
Capsule checked 13th June 2019
Which agencies handle advertising for Accenture? Find out more from the Account Assignments database.
Who are the competitors of Accenture? Accenture's main competitors in IT consulting and outsourcing include IBM and HP. Competitors in business consulting include PwC, Deloitte and Ernst & Young. Competitors in marketing services include WPP, Omnicom, Publicis, Interpublic and Dentsu. See Business Services Sector index for other companies
Account assignments & selected contact information for Accenture
Account assignments & selected contact information for Accenture Interactive
Historical profile information for Accenture
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Recent stories from Adbrands Weekly Update:
Adbrands Daily Update 25th Apr 2019: In an embarrassing development that will bring secret joy to many traditional marketing agencies, Accenture is being sued by former client Hertz for breach of contract in connection with the redesign and relaunch of the website and mobile apps for Hertz, Dollar and Thrifty between 2016 and 2018. Hertz says Accenture "failed to deliver a viable product", and that the work it did perform was "seriously deficient in multiple respects", not least in that the customer-facing front end of the site contained security vulnerabilities and performance problems. Hertz is demanding the reimbursement of $32m in fees paid to the consultancy.
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.
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