Agency Business Agency Models

Going for a Song: Droga folds 40 Accenture Interactive agencies into new network

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By Sam Bradley | Senior Reporter

April 26, 2022 | 4 min read

Accenture has announced it will fold over 40 individual agency brands into a single entity, Accenture Song.

Droga5, the agency founded by Accenture Interactive chief executive officer David Droga, will continue to operate under its own brand while the Accenture Interactive brand will be retired.

david droga

Accenture Song chief executive David Droga has announced a sweeping reorganization of the company

“Since its infancy, Accenture Interactive has helped clients build and grow their business by being experience-led,” Droga said in a statement. “Today’s needs are strikingly different. To capture the next waves of growth, businesses now need to operate at the speed of life, perpetually demonstrating their relevance to their customers, their people and the world at large. Accenture Song symbolizes the post pandemic growth journey we’re on with our clients.”

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The consolidation will see agencies such as Karmarama, The Monkeys and Fjord merged into a wider whole. Droga said the move was necessary for the business to scale up. “Combining the forces of creativity and technology help us not only see problems differently, but also solve them with simplicity and scale. As Accenture Song, our opportunities are boundless – both for our clients and for our people.”

Since its inception in 2009, Accenture has build Interactive into a formidable network that competes with the traditional industry holding companies, growing it through more than 40 agency acquisitions. Droga5 was acquired in 2019.

Accenture’s reorganization of its digital agency empire was expected by the industry, following leaked reports in Business Insider in March suggesting Droga was set to make sweeping changes to its structure. He was appointed CEO last August. The company also unveiled a new logomark for Accenture Song.

accenture song

Julie Sweet, chairman and chief executive officer of Accenture, said: “The companies that will lead in the next decade will undertake total enterprise reinvention and Accenture Song is uniquely operating at the intersection of creativity, technology, intelligence and industry to help our clients reinvent connections and meaningful experiences, including in the metaverse continuum, sales, commerce, marketing and new business platforms.

”From idea to build to operate with strategic managed services, we are enabling our clients to access ideas, talent and results much faster.”

Accenture said that it expected its network to pull in $14bn in revenue in 2022. Network-wide clients include Shiseido, Coinbase and Capri Holdings, which is the parent company behind Jimmy Choo and Michael Kors.

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