Accenture Interactive announced today that it will acquire acclaimed New York-based creative agency Droga5, in what is reportedly the largest acquisition for the international consulting firm’s marketing arm, in its 10-year history.
According to the statement issued by Accenture, the acquisition will boost the consultancy firm’s capabilities as an experience agency, further enabling it to design, build and run customer experiences that grow brands and businesses.
The finer points of the deal — such as the price paid — were not disclosed in today’s announcement. But what is known is Accenture has bought out the media holding company Endeavor’s 49-per cent stake in Droga5.
It has also been confirmed that David Droga will continue in his position as creative chairman while Sarah Thompson and Bill Scott will remain global and UK chief executives respectively.
Commenting on the deal Accenture Interactive chief executive Brian Whipple said, “The future of brand building is not just about creating great ideas; it’s about creating great experiences.
“As we celebrate the 10-year anniversary of Accenture Interactive, joining forces with Droga5 will be a game-changing milestone for us and the industry as we continue to assemble the right mix of capabilities for the modern-day marketer.”
Since its inception in 2006, Droga5 has become synonymous with influential and award-winning work for brands including Amazon Prime Video, Tourism Australia, The New York Times, IHOP and Game of Thrones’ epic Super Bowl surprise.
The agency has been named Agency of the Year 20 times by organisations ranging from Adweek and Advertising Age to Cannes Lions International Festival of Creativity and the North American Effie’s.
David Droga said the deal is the start of an exciting new chapter in Droga5’s history.
“Accenture Interactive is one of the most disruptive forces in the industry, and we have always been a safe space for audacious ideas.
“I’m confident they are the best partner to grow our business and provide greater opportunities for our clients and our people. Why live off past glories when you can get busy trying to create new ones?”
Today’s announcement represents the latest in a series of acquisitions by Accenture Interactive since its founding in 2009. The consultancy firm’s marketing arm is now a $US8.5 billion business that in its persistence to remain ahead of the fast-changing needs of today’s marketers has made a slew of purchases including design firm Fjord and e-commerce specialist Acquity Group in 2013, to more recent acquisitions, such as creative shops Karmarama and The Monkeys.