Most ad trade stories about Accenture concern the international consultancy’s efforts to compete with “traditional” agencies by acquiring creative shops and offering more strategic services to clients.
Today, however, the company named UM as its global media agency of record after a review to help promote its digital and mobile-first services to clients across industries and continents.
“Making meaningful connections demands responsiveness—offering the right information and insights when, where and how people want it,” said chief marketing and communications officer Roxanne Taylor in a statement. “Teaming with UM, we will use bold, innovative ways, across a range of platforms and channels, to reach and engage clients, recruits and Accenture people around the world.”
The IPG agency will use its targeted engagement strategies to manage campaigns promoting Accenture’s tech-focused Labs offering and its “New. Applied. Now” positioning to key business-to-business audiences across digital, mobile and social media.
“We are incredibly proud to be named global media agency of record for a company as prestigious and forward-thinking as Accenture,” said UM’s U.S. CEO Kasha Cacy, adding, “Working together, I believe we can drive transformational results.”
The account remains far smaller than that of UM clients like Coca-Cola. According to the latest numbers from Kantar Media, Accenture spent approximately $31 million on measured media in the U.S. in 2015 and $23 million in 2016. (The company does not provide global totals.)
Accenture isn’t the only consultancy to make an agency change this year. In March, PwC named R/GA as its new creative partner tasked with promoting its Strategy& division after working with Deutsch for several years.