Accenture Taps IPG's UM For 'Digital-, Mobile-First'

Accenture, the big management consulting firm that is also a leading provider of advertising services, has retained IPG Mediabrands’ UM unit as its strategic media planning and buying agency.

Interestingly, Accenture, whose own agency division ranks as the biggest and fastest-growing digital agency network, according to Advertising Age, said it selected UM to “further enhance” its “digital- and mobile-first strategy and commitment to innovation.”

Specifically, Accenture said it will leverage UM’ to build “personalized, cross-channel media strategies that integrate and optimize digital, mobile, social media.”

Among other things, it said UM will develop “targeted engagement strategies” for Accenture’s “New. Applied. Now.” insights and content aimed at key audiences.



“We will use bold, innovative ways, across a range of platforms and channels, to reach and engage clients, recruits and Accenture people around the world,” Accenture Chief Marketing and Communications Officer Roxanne Taylor said in a statement announcing the assignment this morning.

The account previously was handled by GroupM’s MEC unit.

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