Accenture Interactive acquires Reactive to up digital capabilities
Accenture has entered into an agreement to acquire Reactive Media Pty Ltd, one of Australia’s largest independent and multi-award winning digital agencies. Reactive specializes in creating and delivering differentiated customer experiences through digital channels such as applications, ecommerce web sites and social. Reactive’s employees will join Accenture Interactive.
The acquisition is expected to strengthen Accenture’s holds in the digital marketing and technology services space that will help clients design solutions for digital customers, channels and markets. However, the consultant has not disclosed terms of the transaction.
The digital capabilities of the Melbourne headquarted digital agency will complement the end-to-end marketing experience services offered through Accenture Interactive, part of Accenture Digital, that include creative design, customer experience, digital production and ecommerce platforms. The acquisition will also give clients access to Reactive’s deep digital capabilities designed to enable chief marketing officers and brand leaders to raise consumer loyalty, boost sales and improve efficiencies.
“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,” said Brian Whipple, Senior Managing Director at Accenture Interactive.
“Brands are recognizing that being relevant to customers has never depended more on how they engage with customers digitally. The agreement to acquire Reactive demonstrates our continued investment in digital marketing services to better help our clients provide innovative and engaging customer experiences across all channels,” he added.
Majority of chief marketing officers surveyed by Accenture Interactive believe that corporate marketing will undergo a fundamental transformation over the next five years due to the use of digital services. Further research into the topic indicates that both retailers and business suppliers are feeling a marked shift in consumer expectations.
“I’m incredibly proud of the team we have built at Reactive. For the last 17 years, we’ve championed the value of technology and design, particularly their ability to transform industries and help organizations strengthen and grow their relationships with customers,” said Tim O’Neill, Managing Director and Co-founder of Reactive.
“By joining Accenture, we will be able to provide our digital services to an even wider range of organizations and provide our existing clients with greater scale and depth of category and industry experience, ” he said.
This is Accenture Interactive’s third acquisition after Fjord and Acquity Group in 2013.
