Why Accenture's purchase of Droga5 will upend the ad biz:
Having spent many years at WPP, a large agency holding company, having had Accenture as a client, and having worked with Droga5, one of Madison Avenue’s hottest creative firms, I predict with a high degree of confidence that Accenture recent acquisition of Droga5 is going to upend the marketing services industry.
First is their ability to seamlessly integrate the work of all these smaller disparate agencies in order to provide an integrated solution to clients. Territoriality, getting everyone to play nicely together toward a common goal, can be a real issue. The challenge has been further exacerbated by the cost-cutting often required to pay down the debt of purchasing these new companies which is a sure-fire way to cut creative time and thinking, having an impact on effective outcomes.
Accenture plus Droga5 represents a genuinely new agency model which truly goes top down, from high-end consulting and business strategy setting, to building out infrastructure in order to deliver cutting-edge customer experiences and, now, into the domain of branding and marketing agencies with the creative capabilities to bring all of these ideas to life in a way that differentiates the brand.
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