Accenture gets MediaSenz

Regional - Accenture has acquired Australian-based media auditor, MediaSenz - effectively giving Accenture access to its independent proprietary ad campaign tracking software, MediaBiz.

The software enables companies to track the performance of ad campaigns without media agency involvement by independently verifying TV spots as campaigns roll out. The acquisition enhances Accenture's ability to provide media auditing services in emerging markets such as China, India, Russia and Mexico.

"The acquisition of Mediasenz will allow us to reach leading marketers in the Asia Pacific region and other emerging markets and help them benchmark the quality and cost of their media investments in a fragmenting yet rapidly growing communication landscape. With markets in Asia - particularly in China and India - recording double-digit annual compound growth rates in advertising, we look forward to helping companies realise the value of marketing analytics in this fast growing region," Jeffrey Merrihue, CEO for Accenture Marketing Sciences said in a statement.