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Advertising Mergers and Acquisitions Accenture

Accenture Interactive acquires third German agency Kolle Rebbe


By John McCarthy, Opinion editor

November 2, 2018 | 3 min read

Accenture Interactive has acquired Hamburg-based creative agency Kolle Rebbe for an undisclosed fee.

Kolle Rebbe's Euro 2016 work for Lufthansa

Kolle Rebbe's Euro 2016 work for Lufthansa

The management consultancy's Interactive wing has swelled its creative talent pool with the acquisition of Kolle Rebbe. It has added around 300 staff into its German operation, which was recently bolstered with the purchases of SinnerSchrader and Mackevision.

The agency was founded in 1994 and has built a reputation delivering memorable creative campaigns and digital content for clients including Google, Netflix, Audi, DAZN, Netflix and TUI Cruises.

Matthias Schrader, head of Accenture Interactive, Germany, said: “While Accenture Interactive already works for many leading brands in Germany, we know that propelling our future growth requires expanding our portfolio of marketing and digital services to deliver even more innovative customer experiences to our clients.

"Together with Kolle Rebbe, we will have the ability to deliver end-to-end brand experiences, from activation in traditional media to targeting in programmatic channels and personalised content and e-commerce. Acquiring Kolle Rebbe advances our global strategy to bolster Accenture Interactive’s creative footprint and talent in the market.”

Anatoly Roytman, head of Accenture Interactive in Europe, Africa, Middle East and Latin America, added: “With the addition of Kolle Rebbe to the Accenture Interactive team, we will greatly strengthen our ability to create, build and run the greatest customer experiences for our clients in Germany.

“The Kolle Rebbe team and their robust capabilities will complement and enhance our presence in Germany, and inject a greater level of creativity and data-driven experiences that we can deliver to our clients.”

Fabian Frese, chief creative officer, Kolle Rebbe, added: “The advertising market in Germany is undergoing significant change. Clients are increasingly looking for agencies with global reach and a full-service portfolio from ideation to execution. However, one thing remains unchanged: creative ideas still matter. We believe that, as part of Accenture Interactive, we will have a stronger impact by blending creativity with strategy and technology to create truly differentiating brand experiences. By joining the Accenture Interactive family, we will also bring new exciting opportunities to our employees.”

It is the group's third German agency. In 2017, it took a leading share of SinnerSchrader, and in January 2018, Accenture Interactive picked up special effects specialists Mackevision.

More widely, it has strengthened its proposition by acquiring Karmarama, Rothco, and The Monkeys.

Less than two weeks ago, it snapped up Brazilian content marketing agency New Content.

Accenture Interactive’s chief executive Brian Whipple recently assured the ad industry that Accenture has little interest in hiring the “young advertising geniuses” historically attracted to Madison Avenue. "We are going after people that want to [get on the] cover of the newspaper, changing the way a brand interacts with its consumers holistically.”

Advertising Mergers and Acquisitions Accenture

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