Accenture announced it has acquired creative agency company Droga5. This was the largest acquisition by Accenture Interactive. The terms of the deal were undisclosed.
Droga5 will bring 500 employees who work on creative digital experiences to Accenture. Accenture Interactive is aiming to disrupt the traditional ad agency model as it combines technology and consulting with marketing. Droga5 was named as Agency of the Year twenty times from organizations like Adweek and Advertising Age.
“Since day one, we have worked hard to push our industry forward and, hopefully, make a positive impact for all,” said Droga5 founder and creative chairman David Droga. “The world of advertising is changing, and we are excited for this incredible opportunity with a company that will add more dimension to our best ideas and push us beyond our existing ambitions. The proposition we can bring to market with Accenture Interactive will transform the industry.”
Photo: David Droga
David Droga will continue to work as the head of the agency. And Sarah Thompson will continue to be the global CEO of Droga5 and Bill Scott will continue to be the UK-based CEO.
“The future of brand building is not just about creating great ideas; it’s about creating great experiences,” added Accenture Interactive global CEO Brian Whipple. “We’re excited to work with David Droga and his team of brand strategists and creative minds to further our ambition to improve the full human experience with brands. As we celebrate the 10-year anniversary of Accenture Interactive, joining forces with Droga5 will be a game-changing milestone for us and the industry as we continue to assemble the right mix of capabilities for the modern-day marketer.”
Droga5 has worked on a number of notable campaigns. One of the most notable was changing the signage of IHOP (International House of Pancakes) to IHOb (International House of Burgers) temporarily to raise the awareness of a new line of steak burgers added to its lunch and dinner menus. And Droga5 also worked on a star-studded fake sequel to the Crocodile Dundee series to drive tourism for Australia. Droga5’s customers also include Kraft, Chase, The New York Times, and Under Armour.
“Customer experience is a proven driver of competitive advantage and sustained business growth – and, we are delighted to bring Droga5’s highly differentiated capabilities to help Accenture Interactive transform experiences for our clients’ customers and continue to be a catalyst for disruption across the industry,” explained Accenture interim chief executive officer David Rowland.
