Accenture is opening a new marketing operations hub in Mumbai, India designed to serve as the centerpiece for the company's new "experience activation network."
The network offers content services, programmatic, digital marketing and e-commerce services as well as bringing together tens of thousands of workers, ranging from data scientists and graphic designers to programmatic experts and ecommerce experts.
Company officials say there are differences between Accenture Interactive and its managed service marketing arm, Accenture Interactive Operations. The company says the former is the big digital agency that often competes with the major ad-marketing holding companies. While Accenture Interactive focuses on design and build work, the Operations unit runs or operates large-scale marketing campaigns on behalf of clients as a managed service provider. This network will place clients, including GlaxoSmithKline, Radisson Hotel Group, and Shell, alongside agency talent to develop brand experiences across all consumer touchpoints and channels.
“With the customer experience increasingly a driver of competitive advantage and sustained growth, the marketing function is emerging as a new organizational superpower,” explains Debbie Polishook, group chief executive, Accenture Operations. This new facility will help clients "stay one step ahead of the convergence of the front and back office by enabling CMOs to transform their operating models and capitalize on the growth opportunity ahead of them.”
In addition to the Mumbai location, the network includes similar centers in Turin, Italy; Malaga, Spain; Warsaw, Poland; Dalian, China; and Costa Rica. These centers are virtually connected to more than 100 Accenture locations worldwide in order to seamlessly connect talent with clients.