• Adweek, Monday, March 7, 2016 7:01 AM

It won't be the same old Deloitte at SxSW this week in Austin. Adweek's Lauren Johnson reports that fresh off its acquisition of S.F.-based digital creative shop Heat, Deloitte will begin pitching brand marketers on its new business model that combines digital and data services with creative solutions. Deloitte Digital's CMO Alicia Hatch told Adweek: "Some of our competitors have acquired creative shops, but it's more about building digital shops." Deloitte competitors IBM, PwC and Accenture have also been injecting creative into their service offerings in order to compete with digital agencies. IBM has been on a tear acquiring three shops this year: Resource/Ammirati, Aperto and ecx.io. It recently signed a deal to acquire The Weather Company's digital properties.

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