Accenture Continues To Bolt On Digital Agency Expertise

Accenture Interactive continues its acquisition spree by buying Brazilian digital agency AD.Dialeto. Terms of the deal were not disclosed. 

The 115-person shop will become part of Accenture Interactive, but for the immediate term, AD.Dialeto will retain its own brand identity. The agency's office will remain as is, but the agency will collaborate with Accenture Interactive’s existing office in Sao Paulo where client synergies exist. 

The acquisition of AD.Dialeto is part of Accenture’s Latin American digital growth strategy, with Brazil being a key pillar in the region. Earlier this year, Accenture Interactive expanded the operations of its design and innovation unit Fjord Studio with the opening of an office in Sao Paulo. That followed Accenture’s acquisition of Rio de Janeiro-based Gapso, the analytics provider in February. 



“Brazil represents a huge and rapidly evolving market for many of our global clients and our mission was clear -- to help them reach their target customers in this increasingly connected market,” said Brian Whipple, senior managing director, Accenture Interactive. “In today’s world, marketing demands accountability, and AD.Dialeto has developed a tested formula for marketing return-on-investment and a keen focus on performance at the core of its DNA. With AD.Dialeto, we’ve found the right company that is strategically and culturally aligned to best position our clients for success, not only for Brazil but for the rapidly growing Latin American market.”

Accenture made sure this agency would be a good fit for its Interactive division.

Executives embarked on a "comprehensive market analysis" and found that the capabilities of AD.Dialeto strongly complemented its digital marketing and technology services. Ultimately, full-service solutions were a key attraction. AD.Dialeto, led by Leo Cid Ferreira and Philippe Jorge, provides end-to-end marketing services across strategy, media planning, search, mobile and social and digital commerce.

The agency's clients include B2W, Electrolux, Accor Hotels, Rossi Telhanorte and Serasa Experian.

Although Accenture remains focused on Latin America, the company is also expanding its digital reach in other regions. It recently acquired Chaotic Moon, a creative technology studio in Austin, Texas; Pacific Link, a set of independent digital agencies serving Hong Kong and Greater China; and Brightstep, a Swedish provider of content and commerce solutions.

Digital-related services have become an important driver to Accenture's bottom line, accounting for 20% of its total revenues. This growth has been fueled by acquisitions, between 40 and 50 over the past three years. While financial details behind these deals remain mostly undisclosed, its most recent financial report reveals Accenture spent $282.99 million to purchase digital agency Acquity Group in 2013. 

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