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Accenture explains why it just bought ad agency Karmarama

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Julie Romero
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By contrast, he described Accenture Interactive as one of the most "entrepreneurially minded businesses" he had come across.The financial terms of the deal were not disclosed.This interview has been lightly edited for length and clarity.Business Insider's Lara O'Reilly: What was the appeal of Karmarama to Accenture?Brian Whipple Accenture : We are laser-focused on helping clients create the best customer experiences on the planet.While we are in that today, having Jon's team as part of the family vastly increase our ability to do that in the bleeding edge and I look forward to tapping the team across a network of opportunities.

Karamarama is a media agnostic, technology agnostic, experience-first philosophy agency concept.

A project Karmarama has been doing, Project Reconnect, which is championed WFA World Federation of Advertisers , looks at the long term trends of brand awareness, engagement, and trust.

The number one issue is a lack of connection in digital experience and brandWe see bleeding edge demands being placed on the CMO by consumers who are now voting with ad blockers and other avoidance techniques to demand more from brands and CMOsO'Reilly: Independent creative agencies are usually favored by clients for exactly that: their independence.

How are you going to prevent that from happening?Wilkins Karmarama : I think it can be true — definitely if we had gone into a classic marketing services holding company, there are two things that tend to happen.One: Management have selfish endeavors around their earn-out that forces them to become, maybe, greedy.

And also they tend to work in silos and that can lead to a lack of entrepreneurialism.These are things we didn t want to happen to our brand.Within Accenture, we are very much agnostic, as Brian said.

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