EY acquires Adelphi Digital in Singapore and Australia to boost digital capabilities

Management consultancy firm EY has acquired Adelphi Digital Consulting Group to strengthen its capability and resources in digital.

The Adelphi Digital team of over 170 staff will join EY in Australia and Singapore, with the business now branded as EY. Margaret Manning, chief executive of Adelphi Digital will join EY as a partner in the advisory practice of EY and will be based in Singapore.

“The Adelphi Digital team are extremely excited to be joining EY in both Australia and Singapore,” said Manning. “EY has a very strong innovation consulting culture, which is a great match with our heritage in digital transformation and user experience design.”

Max Loh, managing partner for EY Asean and Singapore at Ernst & Young LLP, added, “Adelphi Digital has a strong reputation in the market for delivering leading-edge digital experiences for clients, and their addition strengthens our ability to help companies seize the upsides of digital and accelerate their business transformation. Our unique advantage is being able to infuse digital into the multi-domain and cross-service line EY approach to help clients solve their complex end-to-end business transformation challenges.”

“Coupled with the recent opening of EY wavespaceTM in Singapore and recognition by Forrester Research as a leader in innovation consulting, EY is well-placed to support clients with aspects of their digital lifecycle from strategy; product and service innovation, and customer experience to technology development.”

This move by EY comes after its consultancy rivals Accenture, Deloitte, KPMG and PwC have all encroached into agencies' turf by ramping up their CMO and marketing services in the Asia Pacific.