Behind accenture's groundbreaking droga5 deal

JUDANN POLLACK | April 3, 2019

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Accenture Interactive today announced it has reached a deal to acquire Droga5 in what it's calling a game-changer for the business. Buying Droga5 could put to rest the notion that consultants pose little threat to ad agencies because they lack creativity. Still, skeptics have questioned the ability of creative shops to thrive under the ownership of big consultancies, which have attempted to bolster their marketing services offerings in recent years via acquisitions. Accenture Interactive did not disclose the financial terms of the deal. But a spokesman confirmed it was the largest agency acquisition the group has made when measured by price, revenue and headcount. That suggests a price tag north of the $283 million it paid in 2013 for Acquity Group, a large Chicago-based digital agency.

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