Accenture to Acquire Reactive, Heating Up Consultant Battle For Marketer Dollars

Agency Was Behind Ad Age's Small Agency Awards Digital Campaign of the Year in 2014

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Accenture has entered into an agreement to acquire Reactive, an independent Australian ad agency and winner of Ad Age's Small Agency Award for digital campaign of the year in 2014.

The acquisition is yet another move towards marketing by a company with IT roots. Accenture, IBM, Dell and Deloitte are now all trying to make money by helping companies use digital tools to get smarter about the way they interact with customers, and all expect marketing to influence how the money is spent.

"Brands are recognizing that being relevant to customers has never depended more on how they engage with customers digitally," said Brian Whipple, senior managing director at Accenture Interactive.

By acquiring Reactive, Accenture will add to its stable of digital-marketing capabilities built up over the past two years. Accenture acquired digital design shop Fjord in May 2013 and Acquity Group that July.

The move also comes as agencies also tread on consultancies' turf, thanks largely to the convergence of digital marketing and technology.

The group making the biggest bet on consulting is Publicis Groupe, which recently agreed to buy Sapient Corp. Sapient owns digital marketing shop SapientNitro, but offers government and IT consulting services through other divisions. As with the large consultancies looking to stay tech-savvy and cost-competitive, the bulk of Sapient's operations and staffers is in India.

Reactive was founded in 1997. The company employs over 130 people, according to its website.

Terms of the deal were not disclosed.

Contributing: Alexandra Bruell

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