Accenture Takes Over Acquity Group - Analyst Blog
May 20 2013 - 9:40AM
Zacks
Management technology outsourcing
and consulting service provider, Accenture plc
(ACN) recently took over Hong Kong-based online marketing
consultant, Acquity Group Ltd. (AQ) for roughly
$316.0 million in cash. The move is part of Accenture's effort to
bolster its digital marketing capabilities.
Founded in 2001, Acquity Group provides brand e-commerce and
digital marketing services. It provides digital strategy services
that include strategies to improve the brand identity of its
clients on a digital platform and enhance their online presence.
Its clientele includes industry leaders such as Adobe
Systems Inc. (ADBE), Saks Inc. (SKS),
Mine Safety Appliances Co. and Penske Automotive Group Inc.
Acquity Group’s intellectual properties will be added to Accenture
Interactive platform, which is the company's marketing-services
arm. Accenture Interactive was formed in 2009 (in association with
its client Procter & Gamble Co.) in order to deliver superior
consulting, technology and analytics services mainly to chief
marketing officers (CMOs).
Competent marketing is the key to success for every organization.
Marketing and digital executives of a company are responsible for
developing digital marketing campaigns, marketing contents,
e-commerce and marketing operations. Accenture Interactive is a
well-integrated platform that helps CMOs devise marketing
strategies and derive higher ROI (return on investment) from
it.
Apart from Acquity, Accenture added U.K.-based design agency Fjord
(in early May) and digital production services vendor avVenta
Worldwide (in Oct 2012) to enhance its interactive platform. These
acquisitions will enable Accenture to address the critical needs of
CMOs while digitizing their marketing plans.
Considering the ongoing need for intelligent marketing, we expect
Accenture’s investments in its digital and online marketing
capabilities to pay off soon.
We are encouraged by Accenture’s strategy of growing through
acquisitions. However, increasing competition from IBM Corp., a
strained spending environment and Accenture’s broad European
exposure (roughly 40.0%) may temper its growth prospects to some
extent.
Currently, Accenture has a Zacks Rank #3 (Hold).
ACCENTURE PLC (ACN): Free Stock Analysis Report
ADOBE SYSTEMS (ADBE): Free Stock Analysis Report
ACQUITY GRP-ADR (AQ): Free Stock Analysis Report
SAKS INC (SKS): Free Stock Analysis Report
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