Accenture acquires Australian digital agency

Accenture has agreed to acquire Australian digital agency Reactive Media. Reactive’s employees will join Accenture Interactive post the acquisition.

Through the acquisition, Accenture hopes to strengthen its digital marketing and technology services that will help clients design solutions for digital customers, channels, and markets. It will also give clients access to Reactive's digital capabilities which it claims is "designed to enable chief marketing officers and brand leaders to raise consumer loyalty, boost sales, and improve efficiencies".

Brian Whipple, senior managing director, Accenture Interactive, said:  “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. Brands are recognising that being relevant to customers has never depended more on how they engage with customers digitally.

Whipped added that the agreement to acquire Reactive demonstrates Accenture's continued investment in digital marketing services to "better help clients provide innovative and engaging customer experiences across all channels".

Tim O'Neill, managing director and co-founder, Reactive, said: “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.

"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 added.

Earlier this year, a spokesperson revealed its digital ambitions to Marketing.

When asked if it is looking to close the gap between professional services firms and digital/media agencies, the spokesperson said that the company believes that it has the broadest set of digital skills and capabilities in the market today and that no other company offers the same blend of insight, assets and industry expertise to help companies become digital businesses.