What Accenture Interactive means for consultancies' push into advertising.
For years, the advertising industry has pondered the potential of big tech consultancies like Accenture and Deloitte to eat its lunch.
The deal could sound alarm bells for traditional agencies, which may worry about keeping pace when consultancies have historically had strong ties to the executive suites at major marketers. But some experts say the deal is actually good news for the advertising industry because it signals that companies are getting more serious about creativity in marketing.
CEO Brian Whipple has said Accenture Interactive was formed 10 years ago because CMOs had become more responsible for business goals instead of solely brand goals. In the years since, the company has acquired digital design agency Fjord, London-based creative agency Karmarama and a slew of other companies — giving it chops in areas like programmatic ad buying, tech, data and experience design.
Instead of a death knell, the advertising industry should think of the deal as a sign that Accenture sees value in marketing services.
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