By Sapna Maheshwari, April 3, 2019
Accenture is trying to add the kind of creative muscle not normally associated with giant consulting firms with its plans to buy Droga5, an independent ad agency. Now it needs to make sure the two cultures merge without squelching the energy that made the agency such a standout.
Accenture’s deeper push into advertising reflects the ad industry’s rapidly changing competitive landscape. The company’s marketing arm has grown significantly in recent years as broader shifts in consumer behavior have reordered what advertising truly encompasses. In the past, it was about coming up with attention-grabbing ads. Now, it is also about providing broader consumer experiences.