Accenture to Acquire Reactive, Heating Up Consultant Battle For Marketer Dollars
Accenture has entered into an agreement to acquire Reactive, an independent Australian ad agency and winner of Ad Age’s Small Agency Award for digital campaign of the year in 2014.
The acquisition is yet another move towards marketing by a company with IT roots. Accenture, IBM, Dell and Deloitte are now all trying to make money by helping companies use digital tools to get smarter about the way they interact with customers, and all expect marketing to influence how the money is spent.
“Brands are recognizing that being relevant to customers has never depended more on how they engage with customers digitally,” said Brian Whipple, senior managing director at Accenture Interactive.
