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Sunday, November 27, 2022

Advertising should add value and not be disruptive, says head of Accenture Song

Knowing how to stay out of the way is not appreciated by advertisers and brands, according to the head of Accenture Song, but the key to consumer engagement – ​​the $14bn (€13bn) division is helping dozens of agencies and consultants, including Ireland’s Rothco, find a new integrates into the global. brand.

Accenture Song is the new name for Accenture Interactive, which was announced in April as part of a broader change that includes the integration and consolidation of profit and loss (P&L) accounts of 40 businesses under CEO David Droga. — An advertising guy who sold his own Droga 5 to Accenture in 2019.

The combination of Accenture’s portfolio of interactive and media agencies in Accenture Song will create a digital agency, with revenues expected to be around $14 billion this year, Mr. Droga reported. Irish Independent,

He added that the consolidation will create the scale to deliver more to customers in a rapidly changing media landscape, including creative, media industry, technical and data capabilities.

“As a creative person, there is the beauty of sitting in this role now, because creativity is really just about ambition and possibilities. And to be able to know now that no idea is too big or too big, Because we have the ability to pull it off.”

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He said consumer habits are changing and brands need to understand how and how not to engage.

“I think moderation is something that a lot of brands and agencies don’t understand, which makes for a more honest relationship. I’m still a consumer and the brands I’m attracted to are in my life.” Play a role, don’t go past the mark, add value.

“I’ve never believed in a disruptive model of advertising. It’s not the model I want to build.

“I’m all for: How do we find the space and time to add value? How do we try to find a place to show up and be rewarding or entertaining or informative? That’s our job – adding value.”

Dublin-based advertising agency Rothko and design consultancy Fjord will be rebranded as Accenture Song in the coming months as part of a global consolidation by the consulting and outsourcing giant.

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“The name change is just a starting point in the sense that it doesn’t solve anything, it just makes a point that we are united from this point forward.”

Often merging a diverse set of founder-led businesses will create challenges, he said.

“I think it’s not policies or mandates that make this something, it’s going to be a chance to build something with more potential and something that is a worthy destination that will bring everyone together.

“The most respectful thing I can do for people’s individual cultures or brands is to make them relevant and give them a place where their people can flourish tomorrow, not look backward.”

Dates for the Irish name change have not been set, but an underlying merger of the business is already underway, he said.

Rothco customers include
Heineken, AIB, Woodies and Dublin Bus. It was bought by Accenture in 2017.

Fjord is a design and innovation consultancy that works with corporations to design products, services and customer experiences.

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