Accenture Acquires Marketing and Sales Consultancy Brand Learning

The company services 160 clients in over 60 countries

Global consultancy Accenture has acquired London-based marketing and sales consultancy Brand Learning.

In addition to its London headquarters, Brand Learning also has offices in New York and Singapore, employs around 120 globally and services 160 clients in over 60 countries. It boasts clients from the retail, consumer goods, automotive, resources, life sciences and financial services industries.

John Zealley, senior managing director of Accenture’s Consumer Goods & Services group, told Adweek that Brand Learning’s “global footprint” played an important role in the acquisition and in what Brand Learning allows Accenture to offer clients.

He added that Brand Learning has been on Accenture’s radar since their foundation and that now was the right time “to add Brand Learning’s particular capabilities and skills to our digital agency skills and provide a connection between marketing agenda and marketing execution.”

“We made great strides with Accenture Interactive, this will move us on to another level,” he said, adding that the acquisition represented “a significant step forward on that journey. Accenture has always been notable for its collaboration. The time is now right for that collaboration to extend to sales and marketing.”

Following the acquisition, Brand Learning’s advisory team will combine forces with Accenture’s customer and channels management consulting and industry experts.

Zealley clarified that Brand Learning’s advisory team will function as a “distinct but coexisting” entity with Accenture’s existing practices and that the consultancy will “develop the roadmap” for that relationship over the next several months based on client feedback.

“We’re very much on a journey on how we bring the best of both companies together,” he added.

“More than 90 percent of CMOs say marketing will undergo fundamental change in the next five years, driven by analytics, digital and mobile technologies,” Laura Gurski, senior managing director and head of Accenture’s customer and channels practice for consumer goods and services, retail, travel, life sciences, automotive and industrial industries, said in a statement. “With increasing digital innovation and personalized customer engagement, the marketing and sales functions are now seen as the key driver of top-line growth.”

She went on to cite Brand Learning’s “impressive track record in building client capabilities in marketing and sales strategy and organization change” as skills that will enable Accenture “to help clients deliver more integrated customer experiences across the organization – to drive and manage that business growth.”

“Accenture is a leading global force in digital transformation and it is very exciting that we are coming together and that our talented team will also help contribute to the development of deeper consulting capabilities within Accenture,” added Brand Learning executive president and co-founder Mhairi McEwan. “Being part of Accenture will allow our clients to benefit from a seamless service, building their marketing and sales capabilities to create the outstanding and connected customer experiences needed to drive growth.”