CMO

​Dentsu Aegis Network acquires Aussie data-driven agency Accordant

Global communications giant picks up the Sydney-based agency as part of a wider strategy to offer personalisation and improved ROI advice

Dentsu Aegis Network has acquired leading Aussie data-driven agency and Adobe specialist, Accordant, for an undisclosed sum.

The Dentsu Group said the deal is part of its wider strategy to offer marketers solutions for greater personalisation and improved ROI, while accelerating a growth strategy in A/NZ by increasing experts in digital marketing, media and data management. The Accordant team, working closely with its existing digital and CRM experts at WiTH Collective and Isobar, is expected to contribute significantly to Dentsu's offerings throughout the region.

A Sydney-based company established by Steve Knowles and Scott King in 2014, Accordant is a programmatic advertising company and technology solution provider offering digital marketing services for optimising paid and owned media activity. Its integrated data management platform is designed to help marketers fine-tune search and display, leading to greater personalisation of customer experience and improved ROI.

The Accordant team is also only one of two agencies worldwide to be recognised with the Adobe Media Optimisation Specialisation, given to agencies with expertise in technology stacks with primary focus on the Adobe Marketing Cloud stack.

The impact of this transaction on Dentsu's consolidated financial results for the fiscal year ending December 31, 2017 is expected to be minimal.

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