After a string of acquisitions together with Droga5, an Accenture Interactive exec says 'It is time to put the checkbook away'
- Accenture Interactive’s acquisition of Droga5 could also be its final one for some time, in accordance with Nikki Mendonça, international president of Accenture Interactive Operations.
- The promoting wing of the consulting agency is concentrated on organizing itself after Droga5 and different acquisitions.
- Accenture is engaged on methods to assist purchasers with broad enterprise challenges.
- Go to Enterprise Insider’s homepage for extra tales.
Final month, Accenture Interactive snapped up unbiased artistic company Droga5 in its largest acquisition up to now, following related strikes it has made lately to develop into a stronger competitor to advert businesses.
However that acquisition spree is over for now as the corporate turns it consideration to organizing its workers all over the world, mentioned Nikki Mendonça, international president of Accenture Interactive Operations.
“We have purchased lots already, so it is time to put the checkbook away for few months perhaps,” Mendonça instructed Luma Companions’ Terry Kawaja on the firm’s Digital Media Summit in New York on Tuesday. “What’s essential now’s to extra successfully arrange these property, capabilities and expertise, in order that we will really be sure that they’re organized extra successfully round our purchasers’ issues.”
Learn Extra: ‘That is what the long run goes to be’: The CMO of JPMorgan Chase explains why she’s spending extra time with Adobe than with advert businesses
Consulting companies together with Deloitte, Accenture and IBM have been encroaching on the advert company enterprise by pitching themselves as extra strategic and tech-savvy. Whereas it does not escape Accenture Interactive’s acquisitions, Accenture has shelled out about $5 billion in direction of for 90 acquisitions over the previous 5 years. It made 9 marketing-focused acquisitions in 2018 itself, together with Adaptly in New York, New Content material in Brazil, and Kolle Rebbe and Mackevision in Germany.
Now that it has all of the items, Accenture is searching for methods to assist purchasers with their enterprise challenges past promoting.
“The dialog is changing into much more broad, and enterprise transformation is inextricably linked to advertising and marketing transformation,” Mendonça mentioned. “That is what is taking part in very properly to the strengths of a broad-based firm like Accenture.”
That want for transformation was a part of what prompted her in 2017 to depart the holding group Omincom’s media company OMD for Accenture Interactive after 16 years.
“At OMD, media was part of promoting, promoting was part of advertising and marketing, advertising and marketing was part of enterprise, and it grew to become fairly irritating when purchasers would come to us with massive enterprise transformation challenges,” she mentioned. “I did not essentially really feel like I had the arsenal to assist purchasers clear up these challenges.”
Accenture Interactive additionally sees itself taking part in an even bigger position as advertising and marketing will get extra automated and synthetic intelligence turns into extra mainstream. To that finish, the corporate employs hundreds of AI specialists, knowledge scientists and speech consultants.
Mendonça additionally mentioned companions like SAP, Oracle, Adobe, and Salesforce have gotten more and more essential to entrepreneurs as expertise’s significance to their companies will increase.
“Een if a consumer procures the expertise, they may have the Ferrari, nevertheless it’s caught within the storage as a result of nobody can drive it,” she mentioned. “We assist them with that.”
Be a part of the dialog about this story »
NOW WATCH: 16 clues that foreshadowed Arya’s massive second on the battle of Winterfell in ‘Recreation of Thrones’