Accenture Interactive Bets Big on Creative

On April 3rd, 2019, Accenture plc (NYSE:ACN), a global provider of consulting, technology, and outsourcing services, acquired Droga5, a global branding and marketing agency, for an undisclosed amount. Droga5 will be integrated with Accenture Interactive, boosting its capabilities as an experience agency able to ideate, design, build, and run customer experiences that grow purpose-led brands and businesses.

Clearsight’s perspective: Accenture Interactive’s modus operandi has long been to invest in innovative digital transformation technology, but with Droga5 being its largest acquisition to date, Accenture is not hiding its intentions to become a major player in advertising. Droga5’s position as a thought leader in the creative space, representing some of the world’s largest B2C and B2B enterprises, made it a differentiated acquisition target. With a heightened focus on ambitious consumer experience projects, Accenture will look to flex Droga’s creative and campaign execution capabilities while integrating its existing technical prowess to become a one-stop-shop for any major enterprise seeking to innovate and shift the way it communicates with its clients and customers.

Accenture, principally via M&A, has been propelled to the upper echelon of AdAge’s rankings (#1 Largest Digital Network, #1 Largest Consolidated Network, #6 Largest Agency Company); Droga5 is yet another major acquisition in this area.

Read more about the transaction to gain Clearsight’s insights into why this transaction is one of the most significant creative agency acquisitions by a consultancy.