One narrative in marketing services over the past 18 months is consulting firms such as Deloitte, KPMG, McKinsey, and PwC muscling into areas traditionally associated with advertising, digital, media, and PR agencies.
As senior MD of Accenture Interactive, Brian Whipple heads the consultancy’s push into marketing, content, design, and commerce. He honed his brand marketing and strategy chops at ad agency Hill Holiday and direct marketing firm Rapp.
Since 2010, Whipple has been building a "new breed of agency" offer for CMOs and brand leaders organically, but also via eye-catching acquisitions such as IMJ Corporation in Japan, AD.Dialeto in Brazil, Pacific Link in Asia, U.S. creative firm Chaotic Moon, Australian digital agency Reactive Media, and Swedish digital content business Brightstep.
This culminated in November with the purchase of U.K.-based creative agency Karmarama. At the time, Whipple told PRWeek sibling Campaign: "Acquiring a creative agency in London will help us reshape how brands imagine, create, and deliver customer experiences."
Prioritizing analytics and effectiveness, Accenture has probably already met its goal to be "the world’s largest digital agency," and Whipple is parking the consultancy’s tanks on the lawn outside WPP, Omnicom, Publicis, Interpublic, and Havas.