Accenture invests in collaborative software firm

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Emmperative, the marketing collaborative software developer formed and bankrolled last February by Procter & Gamble Co., has added Accenture to its list of investors. Accenture will contribute not only money to Emmperative but also will provide marketing contacts and advisory services.

Accenture’s commitment to Emmperative is important because it gives the software company marketing access to Accenture’s network of 75,000 consultants in 47 countries.

Accenture, along with P&G and Rustic Canyon Ventures, invested a new round total of $27 million in Emmperative, which has raised $75 million to date, mostly from Cincinnati-based P&G.

Deal extends reach

The deal gives Emmperative, a small, Los Gatos, Calif.-based company whose name derives from "enterprise marketing management," considerable brand clout and reach in the nascent b-to-b collaborative marketing platform space. The company’s software helps marketers in various locations engage in projects simultaneously.

Dan Maurer, CEO of Emmperative, said Accenture’s investment and involvement are important from a marketing perspective. "They give us exposure to the marketplace and preferred-provider access," Maurer said. "It’s a nice endorsement that says the basic core strengths we bring to the marketplace are being highlighted."

Accenture made the investment because it sees promise in the marketing collaboration software market, said Jim Coleman, a partner at the New York-based consulting firm. "We think this space will evolve tremendously over the next three to five years," he said.

While Accenture’s role is important, even more critical is the continued involvement of P&G. The consumer products giant is not only donating its intellectual property to help Emmperative develop software but also is its largest customer.

"P&G is firmly committed to helping Emmperative establish itself as a market leader in the enterprise marketing space," said Scott Usitalo, P&G’s marketing director.

Emmperative’s marketing association with Accenture and P&G give it immediate credibility with potential clients, said Jim Everhart, VP-director of strategic development at Godfrey Advertising. "The biggest problem a technology start-up has is the credibility issue," he said. "Having major names in your corner really helps quite a bit."

Emmperative, which already counts the Coca-Cola Co. among its clients, is busy signing on new customers, including Standard Chartered Bank, a Singapore-based company with 30,000 employees in 50 countries.

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