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 newsletter!

Or
Error: Please check your email address.
Show Comments

Blog Posts

Will our manners go the same way as texting when robotic servants take over?

Much of the talk in the industry is focused on the limited amount of time that screens have left in our lives.

Katja Forbes

Founder and chief, sfyte

Social purpose: Oxygen for your brand health vitals

If trust is the new currency, then we’re in deep trouble. Here's why.

Carolyn Butler-Madden

Founder and CEO, Sunday Lunch

Customer experience disruption: Healthcare faces a bitter pill

Over the past decade, disruptors such as Amazon, Apple and Australia’s Atlassian have delivered technology enhanced customer experiences, which for the most part, have improved customers’ lives and delivered unparalleled growth. Can they do the same for healthcare?

Alex Allwood

Principal, All Work Together

are you talking about bbc news here

frank

CMO interview: How BBC Worldwide's marketing lead builds brand purpose and growth

Read more

Toms is definitely my favourite shoe brand! Along with Aurélien. For this summer I bought two pairs of navy Toms espadrilles and a pair o...

Paul Erickson

​The shoe with a good soul: TOMS’ innovations for philanthropic engagement

Read more

I think this is the best article today about the salesforce latest platform. Thanks for taking your own time to discuss this topic, I fee...

Ramramky

Salesforce looks to democratise AI, IoT with latest platform play

Read more

I came across this recently when researching blockchain loyalty point projects. There are quite a few projects. Most are in development a...

Andrew @ EcomLoop

How cryptocurrency is set to change the customer loyalty program model

Read more

nive!

Maureen Becks

How AI helped San Churros build brand loyalty and excitement

Read more

Latest Podcast

More podcasts

Sign in