Global consultancy giant Accenture is to invest in Emmperative, the software-focused marketing management company that Procter & Gamble helped set up earlier this year [WAMN: 24-Jan-01; 04-Apr-01].

Accenture is joining P&G in the second round of funding, each contributing $27 million. Emmperative has already generated $45m–$50m of investment so far, and the new influx of cash will be used to improve its software.

The project offers marketing executives, advertisers and retailers the chance to view in real-time each element in their marketing procedure, including choice of packaging, pricing tests and plans for point-of-sale promotions.

Accenture will offer its consultancy services to Emmperative, said the latter’s ceo Dan Maurer, with the possibility of gaining new subscribers from its customers. In addition to P&G, Emmperative’s clients include Coca-Cola and Philips, with Standard Chartered Bank set to be the latest to sign up.

Continued Maurer: “We are very encouraged, a year on [from P&G’s investment], that the concept appeals across industries.”

News source: Financial Times