Brian Whipple, the chief executive of Accenture Interactive, draws a sharp distinction between his globe-spanning firm and traditional marketing holding companies like Publicis Groupe, Omnicom Group, and WPP Group.
At first glance, the differences may appear to be semantic in nature, as shown by the broad contours of the business that Accenture Interactive – an arm of consulting firm Accenture – is building:
Like its trading-company forbears, Accenture Interactive has been an enthusiastic player in the acquisitions space.
A case in point: it recently acquired Droga5, with the creative hot-shop joining a growing number of marketing-related businesses that have been snapped up by Accenture Interactive. This list, among others, includes:
- creative agency Karmarama (based in London);
- ad-tech specialist Adaptly (New York);
- production house Mackevision (Stuttgart);
- design firm Matter (San Francisco);
- customer relationship management expert Kaplan (Stockholm);
- digital agency HO Communication (Shanghai).