Accenture Interactive is acquiring Droga5 to boost its capabilities as an experience agency to design, build and run customer experiences that grow brands and businesses. According to the press statement, the Droga5 acquisition is Accenture Interactive's biggest since its founding in 2009.
The move will offer Accenture Interactive a "distinct marketplace position", further enabling it to lead brands into the future, the press statement read. The acquisition also represents an evolution in Accenture Interactive's journey to build a new agency model - one with the power to engineer transformative brand experiences, and infuse those experiences with the emotional and inspirational power of brand thinking and creativity.
Founder David Droga (pictured right) will remain creative chairman of Droga5, while Sarah Thompson will continue as global CEO. UK CEO Bill Scott will also retain his position and all three individuals will work alongside the rest of the agency's management team.
By combining forces, both parties will be better poised to fulfill their common ambition of building a new agency model, one designed to deliver clients and consumers with seamless, rewarding brand experiences at every touchpoint. In 2013, Accenture Interactive acquired design firm Fjord and eCommerce specialist Acquity Group, and in 2016 and 2017 acquired Karmarama and The Monkeys respectively.
Founded in 2006, Droga5 has more than 500 employees in New York and London. Since its inception, Droga5 has become synonymous with ambitious, influential and industry-challenging work for clients such as Tourism Australia, The New York Times, Amazon Prime Video and IHOP. Droga5 also partners with brands such as Chase, Prudential, Kraft, Hershey, Hennessy and Under Armour.
“The future of brand building is not just about creating great ideas; it’s about creating great experiences. We’re excited to work with Droga and his team of brand strategists and creative minds to further our ambition to improve the full human experience with brands," Brian Whipple (pictured left), global CEO of Accenture Interactive said.
As Accenture Interactive celebrates its 10-year anniversary, Whipple said joining forces with Droga5 will be a "game-changing milestone" for the agency and the industry as it continues to assemble the right mix of capabilities for the modern-day marketer.
Meanwhile, Droga said the world of advertising is changing, and it is excited for this "incredible opportunity" with a company that will add more dimension to Droga5's best ideas and push it beyond its existing ambitions. "The proposition we can bring to market with Accenture Interactive will transform the industry," he said.
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