The acquisition gives breath to the Accenture Interactive

The entry of business consultancies in the Brazilian communications market lived another chapter last week. Leader in this segment, with global revenues of almost $ $8 billion, Accenture Interactive announced the acquisition of brazilian New Content, content for brands Agency founded in 2007. With this, it's going to expand, in one fell swoop, the size of your local operation in almost 50%. The company, which had 430 employees until the beginning of the month, will add more 200 professionals on the team. According to Eduardo Bicudo, Executive Director of Accenture Interactive to Latin America, the acquisition was a form of communication services arm of the consulting firm take a "shortcut" of three years when it comes to branded content production. "Is the time it would take to achieve the size of New Content organically," he explains. The four partners of the acquired company are executives of Accenture Interactive. The consultancy did not disclose the value of the transaction. The purchase involved 100% of the business. Dispute. Accenture Interactive has been active in the field of acquisitions, both in Brazil and abroad, to gain advantage over the other consultancies that are offering similar services – EY (formerly Ernst & Young) and McKinsey are among those also work in this area. The genesis of the Accenture Interactive in Brazil, in fact, it was through the acquisition of AD agency dialect, in 2015. The company belonged to Leo Cid Ferreira, son of the banker Edemar Cid Ferreira, the former Bank. To make body here, the Accenture Interactive also has set up a local operation of the Norwegian Fjord, innovation consulting and design thinking to the consulting firm acquired in 2013. In addition, the company added to your team a number of experienced professionals in the advertising market. Sharp, for example, ran the Wunderman (Newcomm group, which includes the Young & Rubicam), before reaching the Accenture. Another Executive, Eco Moliterno, a Vice President of creation of Africa. For some industry professionals heard by the State, the action of consulting in communication resembles-and-with the services provided by advertising agencies. This strategy is reinforced by the fact that Accenture have taken professional agencies who have made a career in traditional media, said a Senior Executive of an international advertising group. Services. With the New Content, the Accenture Interactive adds one more discipline, which will be combined with the ability of the company already has in advertising, digital production and performance measurement. According to Giovanni Rivetti, partner of New Content that now joins Accenture, the agreement is to unite creative ability analysis tools and digital distribution. "Every brand has the right to (Express) a point of view, an opinion. It's something you do from the Michelin Guide, "says Rivetti. With 200 professionals, the New Content became one of the leading producers of corporate content in its 11-year history. Today, the company produces, for example, all the communications materials, including catalogues Natura – digital and physical-that are distributed to each brand consultants sales cycle. The Agency also produces institutional materials part of Latam air, such as videos on tourism that are displayed in the company's flights. "We work with agendas, and often we communicate daily with customers", says the Executive. Another consequence of the arrival of New Content to the structure of the Accenture Interactive will be moving the operation to a new Office. Over the next few months, all the team of Accenture Interactive should be transferred to a headquarters in Vila Leopoldina, West of Sao Paulo. The Office is already prepared for an additional increment of the team, explains Eduardo. This is because, if the ambitious goal of 25% of the business expansion for 2019 be fulfilled, Accenture Interactive must terminate your next fiscal year with 800 employees.