Accenture, Droga 5 and moving the cheese: George Kovoor, Ogilvy Mumbai
Guest Column: George Kovoor, Head of Digital Creative, Ogilvy, Mumbai examines Accenture's recent acquisition of advertising agency Droga 5 and its impact on the advertising industry
Published - 08-April-2019
So, it’s finally happened! After years of speculation, rumours, and whispers, consulting giant Accenture has bought a full-fledged advertising agency with the acquisition of creative hot shop Droga 5!
Accenture has always been ahead of the game. Their intent to build a new age agency model became apparent when they acquired global design agency Fjord, way back in 2013. Three years later they kicked that intent into high gear when they took over Karmarama, one of London’s largest independent agencies. Since then Accenture has been steadily adding advertising and digital tech muscle to their already formidable bouquet of services. With this merger, Accenture Interactive is ready to play. It’s too early to say whether they have moved the cheese but it’s certainly time for champagne.
So what impact does it have on the advertising industry across the globe? Advertising agencies have been battling the changing playing field for over a decade now. Agencies can no longer get away by creating a one size fits all television commercial. Clients are now challenging agencies to create customised experiences that tap consumers across multiple touch points. Agencies across the globe are forced to rethink their existing business models. Advertising networks are tripping over themselves trying to keep up with this changing scenario- buying specialized agencies in the quest to create a “blended”, “integrated” or “360” offering.
Consulting companies have had their own struggles. With most of them providing similar solutions, the fight to stand out is getting harder and harder for them. Accenture has definitely stolen a march on most consulting firms by now adding a cutting-edge creative face to their already highly valued products and services. Even though consulting firms have been slowly nudging advertising agencies out of C-Suite boardrooms they have never been a direct threat in a creative pitch to any advertising agency. But with this merger, things are certainly going to change.
As a digital creative, I can hardly contain my excitement! The future is certainly here! I can’t wait to see what will happen when those super talented creative minds at Droga5 get their hands on Accenture’s reservoir of data, technology and design thinking! The cheese is moving.
(The author George Kovoor is Head of Digital Creative, Ogilvy, Mumbai)
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