Accenture has acquired Australian digital agency, Reactive Media, in a bid to strengthen its digital marketing and technology services capabilities.
Reactive provides a range of digital channel services including apps, ecommerce websites and social, and has been in business for 17 years. The deal sees the agency’s 130 staff and product offering become part of the Accenture Interactive business.
Financial terms were not disclosed and the deal is subject to closing conditions.
In a statement, Accenture Interactive senior managing director, Brian Whipple, said the agreement was indicative of the consultancy firm’s ongoing investment into digital marketing services to help clients improve customer experiences across all channels.
“Demand is growing rapidly for services that integrate creative ideas with design, usability, data-driven customer insights and technology in order to create compelling digital customer experiences,” he said.
“Brands are recognising that being relevant to customers has never depended more on how they engage with customers digitally.”
A spokesperson for Accenture said the two companies share a number of common clients and will work with each to discuss how to best leverage the breadth and depth of digital and marketing capabilities now offered through joint business.
Reactive managing director and co-founder, Tim O’Neill, said he was proud of the team the company had built around digital capability.
“By joining Accenture, we will be able to provide our digital services to an even wide range of organisations and provide our existing clients with greater scale and depth of category and industry experience,” he said.
The acquisition is the third for Accenture’s Interactive division in the past 18 months. In April 2014, it completed its purchase of design and innovation consultancy, Fjord, and in July, secured digital marketing company, Acquity Group, in the US for approximately US$316 million in cash.
Reactive is headquartered in Melbourne and has offices in Sydney, London, New York and Auckland. Clients stretch across companies in the retail, resources, entertainment, telecommunications, automotive and the public sector and include Cochlear, Coles, Medibank, Nissan, ANZ and the Bureau of Meteorology.
In the third and final episode of our 3-part CMO50 video series exploring modern marketing and why it’s become a matter of trust, we’re delighted to be joined by Telstra’s former CMO and now digital services and sales executive, Jeremy Nicholas, and Adobe VP Marketing Asia-Pacific and Japan, Duncan Egan.
Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.
Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?
As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.