Modern Marketing

Accenture Interactive acquires digital consultancy Bow & Arrow

By Jennifer Faull | Deputy Editor

October 31, 2019 | 3 min read

Accenture Interactive has acquired digital consultancy Bow & Arrow for an undisclosed sum. The move marks the management consultancy's 10th buy-out of an agency in the past 12 months.

Founded in 2009, London-based Bow & Arrow counts Mini, Spotify, Google and Dixons Carphone among its clients. The business claims to specialise in “white space” identification; where it finds opportunities for businesses to launch new digital products, services and ventures in emerging market sectors, using its so-called “crossbow methodology”.

“Research has shown communications and media to be the most disrupted industry in the UK, so these companies are looking for growth opportunities outside of their core businesses,” explained Joy Bhattacharya, head of Accenture Interactive in the UK and Ireland of the acquisition.

Bow and Arrow

Bow and Arrow acquired by Accenture

“It’s hard to identify where that white space is, and even once you’ve found it, you need help to change course and grow in the right direction. The acquisition strengthens our capabilities in guiding clients toward these opportunities for experience reinvention — from discovery to delivery — helping clients find and unlock avenues for business growth.”

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Bow & Arrow will join a cohort of other Accenture Interactive-acquired agencies, including Karmarama, Droga5, Rothco and Adaptly. The purchase is the management consultancy's 32nd acquisition in six years, and 10th in the past 12 months, as it carves itself a bigger slice of the marketing and advertising services market.

Bow & Arrow co-founder, Natasha Chetiyawardana, said selling to Accenture was an "amazing opportunity to broaden the work we can do with clients."

"Our experience of white space innovation complements their extensive expertise in the platforms, creativity, consulting and venturing," she said. Now we can help identify and implement new opportunities for clients on a global scale.”

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