Accenture has unveiled an experience activation network in Mumbai with the aim to enhance brand experiences.
The experience activation network is part of Accenture Interactive Operations — the marketing managed services arm of Accenture Interactive and provides services like digital marketing, e-commerce, programmatic media and content.
Accenture’s new experience activation centre includes dedicated design thinking spaces, immersive demonstration zones and interactive digital surfaces, as well as open collaboration zones for clients to co-create alongside industry-specialized teams. Brands like GlaxoSmithKline, Radisson Hotel Group, Shell and others have utilised the same.
Nikki Mendonça, president of Accenture Interactive Operations said: “We have built a model for a new generation of marketers who must deliver a meaningful and connected customer experience across all touchpoints and channels. Our experience activation network powers a marketing-led growth agenda by harnessing all the skills, assets and capabilities our clients need to activate, operate and scale customer experiences with greater speed, scale and agility.”
Debbie Polishook, group chief executive of Accenture Operations said: “With the customer experience increasingly a driver of competitive advantage and sustained growth, the marketing function is emerging as a new organizational superpower. Our experience activation network is helping clients stay one step ahead of the convergence of the front and back office by enabling CMOs to transform their operating models and capitalize on the growth opportunity ahead of them.”
Mendonça previously spoke to The Drum about the importance of strengthening the business in APAC under a strong centralised leadership following acquisitions in the region, including Ho Communications in China and The Monkeys in Australia and New Zealand.