Accenture Interactive today announced it has reached a deal to acquire Droga5. This is in what it’s calling a game-changer for the business. Droga5, the creative agency is known for its acclaimed campaigns for brands like Chase, Google, HBO. Also with IHOP, The New York Times and Under Armour. Now it has agreed to be acquired in full by Accenture Interactive. This is the marketing arm of the international consulting firm Accenture.
However, in easily the highest profile deal the ad industry has seen in recent memory. Accenture Interactive announced this morning that it has fully acquired creative advertising agency Droga5. This is which counts Under Armour, HBO, the New York Times, Amazon, Covergirl, and more major brands as clients.
Moreover, the deal will see all of Droga5’s 500 employees across offices in New York and London. This becomes a major creative cog in Accenture Interactive’s. The company with a massive $8.5 billion digital customer experience and marketing services machine.
However, Accenture Interactive CEO Brian Whipple says, “We have bits and pieces of brand creative here in North America. But we didn’t have the best,”. He further added, “David [Droga] and his team are the best, hands down, and now we’ll be adding that which will just make our ability to make best-in-class experiences for clients–and communicate them to consumers–an incredible reality.”
“From our perspective, this is what a consultancy has to do,” says Forrester analyst Jay Pattisall. “You either have to double down and really aggressively pursue these creative capabilities to really help your clients distinguish themselves in the marketplace, or you have to get out.”