• by Larissa Faw , April 5, 2019

This week's announcement that Accenture Interactive is acquiring creative shop Droga5 puts the company one-stop closer to a full-stack consulting model that can challenge the legacy agency business.

Accenture Interactive's global CEO Brian Whipple describes Droga5 as a perfect fit for his company. "Both businesses share an industry-changing ambition," he says. "Both were born in the digital age and are seen as industry trailblazers." 

Accenture Interactive saw Droga5 as a "strong cultural fit from the beginning, and we’re very much aligned on embracing diversity across organizations to integrate organically," he says. 

Whipple says that Droga5 and Accenture Interactive got to know each other by working together on a project a few years ago. And there has been a "mutual admiration ever since."

Whipple explains this acquisition was a "clear next step" in "our mission to build a new agency model that provides a consistent brand experience at every touchpoint." 

"By joining forces, we are better poised to fulfill our common vision of a new agency model." Accenture Interactive is now "built from the ground up to meet the changing needs of today’s CMOs."

Look for the firm to make additional deals to fulfill that vision. "We only make acquisitions for one of two reasons," he says. “The first is to add a new capability to realize our vision of creating compelling experiences. Secondly, to scale an existing capability related to that vision in key geographies.” 

In the former case, an acquisition like Mackevision gave Accenture Interactive new capabilities in CGI, 3D imagery and visual effects; in the latter case, a digital marketing acquisition like PacificLink bolstered its presence in the strategically important Asian market. 

"We follow a clear acquisition strategy that supports our primary focus on organic growth."