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

Reactive Media staff and services will become part of Accenture Interactive

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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.

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