Accenture Interactive

{1} 根据埃森哲互动运营全球总裁NikkiMendonça的说法，埃森哲互动对Droga5的收购可能是其最后一次收购。咨询公司的广告部门专注于在Droga5和其他收购之后组织起来.Accenture正致力于帮助客户应对广泛的业务挑战。访问Business Insider的主页以获取更多故事。上个月，埃森哲互动公司收购了独立创意机构Droga5在迄今为止最大规模的收购中，它采取了近年来已成为广告代理商的强大竞争对手的类似举措。但收购狂潮现在已经结束，因为公司将注意力转向组织全球员工，NikkiMendonça表示。埃森哲互动运营全球总裁。“我们已经买了很多，所以现在是时候把支票簿拿走几个月了，”Mendonça周二在纽约公司数字媒体峰会上告诉Luma Partners的Terry Kawaja。 “现在重要的是更有效地组织这些资产，能力和人才，以便我们能够确保他们更有效地围绕客户的问题进行组织。”阅读更多：'这就是未来的发展方向'：摩根大通的首席营销官解释了为什么她花在Adobe上的时间多于与广告公司合作的时间。包括德勤，埃森哲和IBM在内的咨询公司通过将自己视为更具战略性和技术娴熟的知识来侵占广告代理业务。虽然它没有突破埃森哲互动公司的收购，但埃森哲在过去五年中已经斥资约50亿美元用于90次收购。它在2018年进行了九次以营销为重点的收购，包括纽约的Adaptly，巴西的New Content，以及德国的Kolle Rebbe和Mackevision。现在，埃森哲正在寻找各种方法来帮助客户解决他们的业务挑战超越广告。“谈话变得更加广泛，而且业务转变形成与营销转型密不可分，”Mendonça说道。“这对于像埃森哲这样基础广泛的公司的优势非常有利。”转型的需要是促使她在2017年离开控股集团Omincom的原因的一部分。媒体代理OMD for Accenture Interactive 16年后。“在OMD，媒体是广告的一部分，广告是营销的一部分，营销是业务的一部分，当客户来到我们这个大业务转型时，它变得非常令人沮丧挑战，”她说。“我并不一定觉得自己拥有帮助客户解决这些挑战的工具。”随着营销变得更加自动化，人工智能变得更加主流，埃森哲互动也发挥了更大的作用。为此该公司雇佣了数千名AI专家，数据科学家和演讲专家.Mendonça还表示，SAP，Oracle，Adobe和Salesforce等合作伙伴正变得越来越重要对于营销人员来说，技术对他们的业务的重要性增加了。“如果客户采购这项技术，他们可能拥有法拉利，但它被困在车库里，因为没有人可以驾驶它，”她说。 “我们帮助他们。” {1}{0}{1}

Accenture Interactive's acquisition of Droga5 may be its last one for a while, according to Nikki Mendonça, global president of Accenture Interactive Operations. The advertising wing of the consulting firm is focused on organizing itself after Droga5 and other acquisitions.Accenture is working on ways to help clients with broad business challenges.Visit Business Insider's homepage for more stories.Last month, Accenture Interactive snapped up independent creative agency Droga5 in its biggest acquisition to date, following similar moves it has made in recent years to become a stronger competitor to ad agencies.But that acquisition spree is over for now as the company turns it attention to organizing its employees around the world, said Nikki Mendonça, global president of Accenture Interactive Operations.“We've bought a lot already, so it's time to put the checkbook away for few months maybe,” Mendonça told Luma Partners' Terry Kawaja at the company's Digital Media Summit in New York on Tuesday. “What's important now is to more effectively organize those assets, capabilities and talent, so that we can actually make sure that they're organized more effectively around our clients' problems.”Read More: 'This is what the future is going to be': The CMO of JPMorgan Chase explains why she's spending more time with Adobe than with ad agenciesConsulting firms including Deloitte, Accenture and IBM have been encroaching on the ad agency business by pitching themselves as more strategic and tech-savvy. While it doesn't break out Accenture Interactive's acquisitions, Accenture has shelled out about $5 billion towards for 90 acquisitions over the past five years. It made nine marketing-focused acquisitions in 2018 itself, including Adaptly in New York, New Content in Brazil, and Kolle Rebbe and Mackevision in Germany.Now that it has all the pieces, Accenture is looking for ways to help clients with their business challenges beyond advertising.“The conversation is becoming a lot more broad, and business transformation is inextricably linked to marketing transformation,” Mendonça said. “That's what is playing very well to the strengths of a broad-based company like Accenture.”That need for transformation was part of what prompted her in 2017 to leave the holding group Omincom's media agency OMD for Accenture Interactive after 16 years.“At OMD, media was a part of advertising, advertising was a part of marketing, marketing was a part of business, and it became quite frustrating when clients would come to us with big business transformation challenges,” she said. “I didn't necessarily feel like I had the arsenal to help clients solve those challenges.”Accenture Interactive also sees itself playing a bigger role as marketing gets more automated and artificial intelligence becomes more mainstream. To that end, the company employs thousands of AI specialists, data scientists and speech experts.Mendonça also said partners like SAP, Oracle, Adobe, and Salesforce are becoming increasingly important to marketers as technology's importance to their businesses increases.“Een if a client procures the technology, they might have the Ferrari, but it's stuck in the garage because no one can drive it,” she said. “We help them with that.”

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