BMW assigns Accenture to administer its digital marketing strategies
Accenture Interactive, the digital marketing arm of Accenture, has been making significant strides in the industry. The company, launched in 2009, has recently announced the acquisition of Fjord, a global service design consultancy specializing in creating digital experiences. This acquisition has played a key role in establishing Accenture Song as a leading creative and design consultancy in digital marketing.
Fjord's design-driven approach complements Accenture's emphasis on technology and business strategy, allowing it to deliver end-to-end services that influence client business growth through creativity and technology integration. The acquisition significantly expanded Accenture's creative and innovation capabilities, enabling integration of strategy, design, technology, and AI to transform how brands engage customers beyond traditional advertising.
Fjord's leadership, such as Baiju Shah, who co-led Fjord and scaled it globally within Accenture Song, highlights the strategic value of Fjord’s acquisition in accelerating Accenture’s growth and innovation in digital marketing. The acquisition has resulted in Fjord growing into 35 global studios and positioning it as a leader in design and innovation consulting.
In addition to the Fjord acquisition, Accenture Interactive boosted its practice with the acquisition of US-based digital production company avVenta Worldwide last year. This move has provided Accenture with a digital production centre of excellence in Costa Rica.
Accenture Interactive's recent successes also include two digital marketing contract wins from BMW. Under the first contract, Accenture will manage the roll out of a new customer-facing web site across 100 of BMW's markets. The second contract involves managing the global implementation of BMW's centrally created digital marketing campaigns.
Accenture Interactive's influence is further evident in its management of marketing spend worth $12 billion for 27 Fortune 50 companies. The company is also responsible for all aspects of the web site rollout, including agency management, scoping digital requirements, training local content managers, and coordinating testing and post-go-live support.
Moreover, Accenture will manage content localization for each market, including deployment to social media channels and mobile versions of the site. This comprehensive approach ensures that brands can effectively engage with customers across various platforms and regions.
Gartner predicts that by 2017, chief marketing officers will have larger technology budgets than CIOs, reflecting the growing importance of digital marketing in business strategy. Accenture Interactive's strategic acquisitions and contract wins position it well to capitalize on this trend, offering comprehensive digital marketing services that integrate design, innovation, technology, and AI.
In conclusion, Accenture Interactive's recent developments underscore its commitment to becoming a dominant player in the digital marketing industry. By combining design innovation, creative consulting, and AI-driven transformation, Accenture Interactive is poised to lead the way in digital marketing services.
Sources:
- Accenture Interactive Acquires Fjord
- Accenture Interactive Boosts Digital Production with avVenta Acquisition
- Accenture Interactive Wins BMW Digital Marketing Contracts
- Design Thinking and Innovation at Scale: The Impact of Fjord's Acquisition on Accenture Interactive
- Accenture Song: A Leading Creative and Design Consultancy in Digital Marketing
- The acquisition of Fjord by Accenture Interactive has bolstered their capabilities in digital marketing, combining technology and business strategy with a design-driven approach to deliver end-to-end services that foster client business growth through creativity and technology integration.
- With the integration of strategy, design, technology, and AI, Accenture Interactive is harnessing the power of these fields to transform how brands engage customers beyond traditional advertising, positioning themselves as a prominent force in the digital marketing industry.
