Droga5 — the large advertizing agency founded in 2006. By the beginning of April of the 2019th the company has two offices (in London and New York), and number of staff is measured 500 people.
2019: Accenture purchased Droga5
After accomplishment of all conditions necessary for final execution of the transaction (it is planned until the end of May, 2019), Droga5 will join division of Accenture Interactive which develops offers in the field of design, marketing, content management and e-commerce. This structure, according to information on the official site, helps the companies to create new client experience and to manage it at all stages of interaction with the buyer.
The director of R3 consulting firm Greg Paull considers that it will be difficult to companies to integrate two different cultures. However the transaction "displaces a paradigm from purely creative business towards strategic and consulting", he emphasized.
For Accenture Interactive it is attempt to rethink the traditional concept of advertizing agency a join path of technologies and consulting with marketing, helping the companies to carry out digital transformation, ZDNet notes.
The analyst of Forrester Jay Pattisall says that consolidation of data, technologies, e-commerce and creative marketing in the modern market is crucial. Absorption of Droga5 and other agencies brings closer Accenture to providing the integrated scaled marketing solutions which are really necessary to marketing directors and ordinary marketing specialists, the expert believes.
The cost of purchase is not sounded. The companies call the transaction the largest acquisition of Accenture Interactive.
The founder of Droga5 David Droga will remain the creative president and the actual head of the agency, and Sarah Thompson — the global CEO.