Accenture is making one of its largest acquisitions to date by purchasing publisher Meredith's digital agency, Meredith Xcelerated Marketing (MXM). Terms of the deal were not disclosed.
The NY-based MXM employs more than 450 technologists, creative and performance marketing professionals across the U.S. and Canada, and will expand Accenture Interactive’s locations in markets including, Dallas, Des Moines, Detroit, Los Angeles, New York and Washington D.C.
MXM specializes in data-driven content, customer data, marketing strategy and creative development with a client roster that includes Barilla, Bob Evans Restaurants, Kraft Heinz, Lowe’s, Volkswagen and WebMD.
This deal was attractive to Accenture due to MXM's "broad experience bringing together high-performing content, customer data, marketing strategy and creative development," says an agency spokesperson.
Once completed, MXM will follow a number of marketing-related acquisitions by Accenture in the past five years, including Mackevision, Rothco, Altima, MATTER, Wire Stone, Clearhead, Media Hive, The Monkeys and Maud, Kunstmaan, Karmarama, SinnerSchrader, IMJ, AD.Dialeto, Pacific Link, Chaotic Moon and Melbourne-based Reactive.
The sale follows Meredith’s acquisition of a number of Time Inc. titles earlier this year.