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!

Error: Please check your email address.
Show Comments

Blog Posts

How to leverage the Internet of Things to understand consumer intent

'Intent' is the single largest performance marketing variable. It shapes our search queries, dictates our purchase paths and mediates meaningful interactions with brands regardless of channel, media or content type.

Oliver Smith

Business development, Performics Australia

3 ways customer data can increase online sales conversion

Data has been an increasingly critical factor in improving the efficiency and effectiveness of marketing and business operations.

James Bennett

Chief experience officer, Kalido

Our sharing future is both terrifying and exciting

Discussing the future in a realistic fashion is often a disappointing prospect. For all the talk of hoverboards, jetpacks and lightsabers changing the way we do things, the reality tends to end up being something as mundane as a slightly cheaper way to get around the city.

Jason Dooris

CEO and founder, Atomic 212

Hi, i am an Aistralian ALK patient, been on xalkori dec 13 to oct 15 and achieved remission of disease, since been on Ceritinib until no...

gary packer

Pfizer Australia adopts AI-powered digital analyst tool for sales and marketing decision making

Read more

Hi James, shouldn't marketers also be focusing on collecting and utilizing up to date first-party profiling data on customers so that mes...

Tom

3 ways customer data can increase online sales conversion

Read more

Wouldn't reconnecting with younger consumers be in direct contravention of the code on alcohol advertising?

Tim Palmer

Vodka Cruiser reconnects with younger consumers via category-first Facebook Live campaign

Read more

Thanks for the article Jennifer, you raise some interesting points. The supermarket and shopping centre examples particularly struck a c...

Jill Brennan

Why marketers should take note of social robots

Read more

Winning the retail game is really tricky at this point in time. Many retailers have declared themselves as bankrupt. But yes harnessing t...

Vanessa.M.Magers

​Bricks and clicks: Balancing digital and physical to win the retail game

Read more

Latest Podcast

More podcasts

Sign in