Accenture speaks up on its digital ambitions

Having newly launched its digital marketing services, consultancy Accenture has already executed several digital projects for brands.For example, it partnered with Philips to create the proof of concept for delivering vital patient data via Google Glass, potentially providing physicians with hands-free access to critical clinical information.It also built a digital social platform for Unilever Global Marketing to connect its marketers, brand managers and partners in 190 countries in 12 weeks.Accenture implemented a major, multi-channel e-commerce solution for Nestlé Nespresso, covering solutions for e-commerce, point of sale, call center and back-office functions. The platform creates a single, interactive platform for Nespresso across the 41 countries it operates in.A spokesperson reveals 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: “We believe that we have 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,” mentioning how this would give the company a “powerful competitive advantage” in the digital space.Accenture Digital will be broader then merely a “one-stop shop” for marketing-related needs of brands as well. “We are working with our clients well beyond marketing and brand although they remain important to us through Accenture Interactive, which is a key part of Accenture Digital.”The firm also said that it had not named digital leads in Singapore, but that the arm would be led by group chief executive, Accenture Digital, Michael Sutcliffe. Details as to how the new arm would run alongside its global operations have not been finalised, added the spokesperson.In its recent Digital Transformation Report, Gartner rated Accenture has having very strong digital consulting capabilities amongst its peers, particularly in the areas of research, design, analytics, strategy, justification, organization, process, technology, and program and change management.It pulled in an overall US$1 billion in revenues in its last financial quarter from the Asia Pacific region.