Accenture Takes Creative In-House, With Droga5 as Lead Agency

The move ends its relationship with TBWA\Chiat\Day New York

droga5 accenture lead agency in-house creative
Accenture acquired Droga5 earlier this year.
Getty Images, Accenture, Droga5

After acquiring Droga5 earlier this year, Accenture has decided it no longer requires outside assistance on advertising its own brand.

Accenture confirmed it has decided to take its creative account in-house, with Droga5 serving as lead creative agency. UM will continue to handle media buying and planning for Accenture.

Data consultancy COMvergence estimated Accenture’s annual net media spend at around $20 million.

“The time has come to bring our creative in-house and begin using more of our own creative expertise, services and capabilities, including that of Droga5,” a spokesperson for Accenture said, also citing the acquisitions of design consultancy Fjord and creative agency Karmarama, as well as the in-house hiring of top agency talent. “We have expanded our capabilities and have the capacity and scale to service our own brand while still delivering to clients remains the top priority.”

The decision ends a relationship with TBWA\Chiat\Day New York dating back to 2011.

“We’re proud of our work for Accenture and the progress we’ve helped them achieve across the globe. We wish them continued success,” TBWA\Chiat\Day New York CEO Rob Schwartz said in a statement.

The Accenture representative stressed that the decision had nothing to do with any performance issues on the part of TBWA, which evolved its “New. Applied. Now.” brand positioning.

A source with knowledge of the account claimed that TBWA had anticipated the move as Accenture continued to build up its creative offerings internally and that it had planned for the eventuality, particularly following Accenture’s acquisition of Droga5 this year.

Still, Accenture represented a not insignificant amount of business for TBWA, and whether or not Accenture’s departure has an eventual impact on the New York office remains to be seen.

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