“Bringing creativity upfront, while working on big business issues, has yet to be demonstrated well. So far, creative agencies that have been acquired by the big consultancies “have not been integrated to the heart of their business,” says Rancourt. Agencies are invited to deliver powerful creative solutions using technology to deploy them.” “Consultants are invited to the table to resolve business problems and then engage digital transformation.
“It has been a lot easier to add technology to a creative agency versus creativity to a pure digital consultancy like Deloitte or Accenture,” says Serge Rancourt, chief executive and co-founder of No Fixed Address and Mischief No Fixed Address. The ascension likely insures Droga’s namesake agency will survive as a standalone, but questions remain as to whether all of the creative firepower will actually transform a consultancy as large and as deeply rooted as Accenture. “His biggest initial challenge will be uniting the 40-plus investments in the US, UK, Germany, Australia and other places under a single clarion call,” says Greg Paull, principal and co-founder of R3. Shops run the gamut from Karmarama in London to Rothco in Dublin and Matter in San Francisco. The combination of consultancy and agency hasn’t worked yet, but it couldĪccenture doesn’t want to be viewed as a holding company, but with dozens agencies within the fold at Accenture Interactive, it’s hard not to make the comparison. “We don’t envisage any imminent changes in the balance of power between agencies and consultancies, and in the week White Claw moved from Rothco to VCCP, we can see that agencies have nothing to fear,” says Francis. Just as WPP or Omnicom hiring a consultant doesn’t change their culture or work, at least in the short term.” Does it change Accenture culture or change the work? No. It shows their commitment and intent to talent, clients, and potential acquisitions. “Accenture clearly recognize the symbolism of appointing Dave Droga to his new role. It answers the question: Is Accenture committed to creativity?īut will it actually make an impact? Not in short-term, says Simon Francis, chief executive at Flock Associates Ltd. The appointment of Droga, who many speculated would leave Accenture to start a new venture, certainly looks good on paper. ‘Agencies have nothing to fear’ in the short-term So how does this really impact the balance of power in adland? Observers have mixed feelings.
1, it’s clear that Accenture Interactive is fully committed to placing creativity at its core. Now as Droga succeeds Brian Whipple on Sept.
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