Accenture Interactive is acquiring New Content, a Brazilian content marketing agency, to strengthen its abilities to serve clients in Latin America. Financial terms of the deal were not disclosed.
Founded in 2007, the São Paulo-based New Content stands as a full-service content shop, from content strategy, creation and production to the underlying technology, governance and operations for campaign development.
Clients include both multinational and local brands, including Electrolux, and Natura.
Upon close of the deal, the New Content leadership team of Giovanni Rivetti, Edoardo Rivetti, Beto Féres and Raphael Alcântara will join the Accenture Interactive leadership team in Latin America. "They will work to evangelize their expertise in branded content within the broader Accenture Interactive business, and to connect their content offerings to the complete, end-to-end customer experience we design for our clients," says Eduardo Bicudo, head of Accenture Interactive, Latin America.
Branding discussions will take also place after the deal has closed, which is expected to occur around the end of November. "Together, we will determine the best approach as the business and market evolves, and to ensure that we protect and nurture the value that New Content brings to Accenture Interactive," says Bicudo. "Content is an increasingly important part of the experience that consumers have with a brand. It helps consumers to decide which product to buy, how to better use a product they just bought, what a brand stands for, and more."
New Content follows a number of recent acquisitions by the company in the past five years, including HO Communication, MXM, Mackevision, Rothco, Altima and many others.