Accenture Interactive boosts Latam presence with Brazilian agency acquisition

(L-R) Raphael Alcântara, Beto Féres, Giovanni Rivetti and Edoardo Rivetti

Accenture Interactive has acquired Brazilian content marketing agency New Content for an undisclosed sum, further bolstering its stable of agencies across the globe.

New Content is the second agency Accenture has purchased in Latin America, having bought AD Dialeto in 2015. The deal took place a full year before Accenture kicked off its Emea acquisition spree with Karmarama in 2016.

The Sao Paulo-based Now Content boasts a staff of more than 200 and counts brands such as Volkswagen, Electrolux and Latam Airlines among its clients. It claimed its unique selling point is in combining strategy and branding with performance marketing.

New Content’s agency leadership team, which comprises Giovanni Rivetti, Edoardo Rivetti, Beto Féres and Raphael Alcântara, will continue in their roles. They will also assume additional responsibilities within Accenture Interactive.

Rivetti, the chief executive of New Content, said: “After more than a decade as a leading content partner for major brands, we are excited about the possibilities that Accenture Interactive will bring to our clients and people. As part of a larger global organization, we will be able to deliver our client campaigns with accelerated speed and scale and support the ongoing evolution of our value proposition.

“Together, we’ll connect our content campaigns to the consumer’s overall digital experience journey, taking a data-driven approach that is supported by a strong technological foundation.”

The purchase will strengthen Accenture’s position in Latin America. The company hired Eduardo Bicudo from Wunderman to head up its operations in the region last year.

Bicudo added: “The digital economy has caused a massive increase in the amount and importance of digital content as a vital expression of a brand’s voice and purpose. Our clients are under pressure to produce more content, with greater speed, efficiencies and scale.

“New Content’s capabilities will help strengthen Accenture Interactive’s differentiated model and help meet client demand for a more content-led experience approach.”

Accenture Interactive has bought out an array of agencies across the globe this year, including Rothco in Ireland, Media Hive in the US, Kunstmaan in Belgium and Altima in France. Its ongoing success in the marketing industry saw it controversially named as agency of the year at The Drum’s Dadi Awards earlier this month.

The agency's M&As were reported to be slowing down last week with Dentsu and WPP the most active in the space.

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