Accenture Acquires Brazilian Content Marketing Agency New Content

By Erik Oster 

Global consultancy Accenture Interactive has entered into an agreement to acquire Brazilian content marketing agency New Content, pending closing conditions.

The acquisition significantly enhances Accenture’s branded content offerings in the region.

“We believe that engaging, meaningful content is a strategic foundation of marketing today and one of the most effective ways to connect people and brands,” Anatoly Roytman, head of Accenture Interactive – Europe, Africa, Middle East and Latin America said in a statement. “Time is a precious commodity in the digital age, and consumers expect personally curated experiences from brands. When we connect our ability to create relevant content with innovative customer experiences and the intelligent use of data, it becomes a powerful combination for driving brand loyalty.”

“The digital economy has caused a massive increase in the amount and importance of digital content as a vital expression of a brand’s voice and purpose. Our clients are under pressure to produce more content, with greater speed, efficiencies and scale,” Eduardo Bicudo, head of Accenture Interactive in Latin America, added. “New Content’s capabilities will help strengthen Accenture Interactive’s differentiated model and help meet client demand for a more content-led experience approach.”

Founded in 2007, New Content has grown to employ around 200 across content strategy, creation and production. The agency has won industry awards including Cannes Lions, Caboré and Content Marketing Awards, including being designated “Agency of the Year” in 2015. New Content’s client roster includes Electrolux, LATAM, and Natura.

New Content’s leadership team of CEO Giovanni Rivetti, CFO Edoardo Rivetti, Beto Féres and COO Raphael Alcântara will continue in their current roles while assuming additional responsibilities within Accenture.

“After more than a decade as a leading content partner for major brands, we are excited about the possibilities that Accenture Interactive will bring to our clients and people. As part of a larger global organization, we will be able to deliver our client campaigns with accelerated speed and scale, and support the ongoing evolution of our value proposition,” Rivetti said in a statement.  “Together, we’ll connect our content campaigns to the consumer’s overall digital experience journey, taking a data-driven approach that is supported by a strong technological foundation.”