Accenture acquires Australia's Reactive Media to advance digital marketing offering

Reactive Media staff and services will become part of Accenture Interactive

Business Merger

Business Merger Concept

fit, join, idea, blue, game, match, brain, skill, piece, merge, people, merger, jigsaw, answer, puzzle, concept, success, playing, drawing, problem, assemble, struggle, business, assembly, strategy, solution, patience, metaphor, corporate, challenge, difficulty, relaxation, illustration, dreamstime

dreamstime_0
Business Merger Business Merger Concept fit, join, idea, blue, game, match, brain, skill, piece, merge, people, merger, jigsaw, answer, puzzle, concept, success, playing, drawing, problem, assemble, struggle, business, assembly, strategy, solution, patience, metaphor, corporate, challenge, difficulty, relaxation, illustration, dreamstime dreamstime_0

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.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Behaviour change, by design

​We’re living in an age of unprecedented change. We experience with Oculus Rift, invest with Acorns, consume video through Hyper, tune into Pandora and navigate with Waze.

Glen Jeffreys

Head of UX, Deepend Group

Chat bots: How to use them commercially right now

I’m sure that many of you out there have heard a lot about chat bots (aka messaging bots) recently, and the fact that they are here to stay is pretty evident by now.

Deniz Nalbantoglu

Managing director, Webling-Interactive

Top tips to uncovering consumer insights for business innovation

An in-depth understanding of consumers sits at the heart of what we all need to do, but we know it’s not always easy to uncover insights that will unlock a true innovation opportunity.

Matt Whale

Managing director, How To Impact

what a load of shit, and what a major stuff up... the new brand device is sterile, boring and just plain bad. Would be better suited to a...

James Yoi

Tennis Australia unwraps new brand identity for Australian Open

Read more

Cool stuff. https://blogs.adobe.com/digita...

Mary

Design thinking: Leading with experience

Read more

Conversation commerce is a double edged sword. Do it right and it can create customer delight. Do it wrong and it can lose customers.

Jinal Shah

Why conversational commerce is going to reshape customer engagement

Read more

I liked how Kmart decided on what to source- by placing a notional or real camera in the place of use, seeing what is touched the most in...

Jinal Shah

Kmart CEO details priorities to turn Target around

Read more

ways to use social media to boost customer loyalty.join us on www.bigsocialmedia.in

swati singh

Four ways to use social media to boost customer loyalty

Read more

Latest Podcast

More podcasts

Sign in