Accenture acquires Droga5 to merge tech, content and data

Accenture acquires Droga5 to merge tech, content and data

Accenture has announced the acquisition of the creative agency Droga5. The step illustrates the company’s expansion into marketing, design and user experiences, writes ZDNet. It is also the largest purchase for Accenture Interactive, although no details of the deal have been announced.

Droga5 has clients such as Chase, Kraft, Hershey and Under Armour, and launched creative services for Amazon Prime Video, IHOP and The New York Times. The company can help other organizations with business design, innovation on brand experiences, integrated campaigns and performance marketing.

Accenture Interactive has been in existence since 2009 and consists mainly of acquisitions such as Fjord, Acquity Group, Karmarama and The Monkeys. The company’s goal is to reinvent the traditional advertising market, combining technology and consulting with marketing, as enterprises embark on digital transformation.

The idea is that Droga5 will add five hundred employees, who will focus on creative services and building digital experiences. David Droga, founder and creative chairman of the company, continues to lead the agency. Sarah Thompson will remain global CEO and Bill Scott will retain his position as CEO in the United Kingdom.

According to Forrester analyst Jay Pattisall, the combination of data, technology, e-commerce and creative marketing is very important. The step helps the company to get closer “to providing integrated and scaled marketing solutions that CMOs and marketers need”. “The acquisition of Droga5 by Accenture Interactive brings a new emphasis on creativity in marketing.

Storm Digital

It is the second acquisition for Accenture Interactive in one month time. In mid-March, the company acquired the Dutch company Storm Digital, a full-service digital marketing agency specialising in social, programmatic and search advertising services.

This acquisition, combined with the acquisition of Adaptly, an American company, in December last year, will help to strengthen the capabilities of Accenture Interactive Programmatic Services. Adaptly creates self-serve tools that allow companies to offer advertisements on multiple social networks.

Of all the acquisitions, the amount of money involved has not been disclosed.

This news article was automatically translated from Dutch to give a head start. All news articles after September 1, 2019 are written in native English and NOT translated. All our background stories are written in native English as well. For more information read our launch article.