Accenture Interactive CEO wants to create a different kind of agency

Accenture Interactive, a marketing-focused arm of consulting firm Accenture, believes it is building a different type of agency than the legacy models that pervade the industry.

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...