Advertisers Were Shocked by Accenture’s Acquisition of Droga5, but They Shouldn’t Have Been

And we’re likely to see more consultancies delving into advertising in this way

an accenture Dro5a logo
Consultancy Accenture Interactive acquired Droga5 earlier in April 2019. Getty Images

As news spread recently about the Droga5 acquisition by Accenture Interactive, it caught me off guard how surprised the industry’s reaction was to this move.

Erik Herskind is the CEO and co-founder of GoDo Discovery Co.