Accenture Interactive has made another major investment into the advertising sector, revealing it has acquired global creative agency Droga5.
The New York-based agency will become part of Accenture Interactive, boosting its capabilities as an experience agency able to design, build and run customer experiences that grow brands and businesses.
Australian founder David Droga will stay on as creative chairman, as Accenture works to accelerate its mission to "reinvent agency model".
“The future of brand building is not just about creating great ideas; it’s about creating great experiences,” Accenture Interactive global CEO Brian Whipple said.
“We’re excited to work with David Droga and his team of brand strategists and creative minds to further our ambition to improve the full human experience with brands.
Whipple added that the acquisition would act as a "game-changing milestone" for the business, as Accenture looks to assemble the right mix of capabilities for the "modern marketer".
Founded in 2006, Droga5 is a highly-acclaimed and award winning creative agency with more than 500 employees in New York and London.
The world of advertising is changing, and we are excited for this incredible opportunity with a company that will add more dimension to our best ideas and push us beyond our existing ambitions," Droga says.
"The proposition we can bring to market with Accenture Interactive will transform the industry. Accenture Interactive is one of the most disruptive forces in the industry, and we have always been a safe space for audacious ideas."
Speculation had been circling that Droga5 would be acquired by Accenture for several months with the consultancy looking to acquire a creative agency in the US, similar to its move in Australia, when the business acquired local shop The Monkeys.
When AdNews approached Droga5 and Accenture in 2018, both denied the rumours with Droga5 adding it was purely market speculation.
Lauded for its highly regarded creative input and globally recognised campaigns, including the recent Dundee work for Tourism Australia, the agency has also had its struggles, closing down its Sydney office in 2015.
The addition of Droga5 will represent Accenture Interactive’s biggest acquisition since its founding in 2009.
Droga5's Sarah Thompson will continue as global CEO and Bill Scott will remain as UK CEO, working alongside the rest of the agency’s management team.
“Customer experience is a proven driver of competitive advantage and sustained business growth – and, we are delighted to bring Droga5’s highly differentiated capabilities to help Accenture Interactive transform experiences for our clients’ customers and continue to be a catalyst for disruption across the industry,” Accenture interim CEO David Rowland says.
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