Page 11 - AdNews Mar-Apr 2021

Feature
Who the heck
When you think of a big global consultancy, likening it to one big family is probably not the first comparison that springs to mind. Step inside the world of Accenture Interactive though and you’ll begin to see that’s exactly how the marketing division of Accenture really is.
are Accenture
Over the years, its portfolio has expanded with acquisitions from all facets of the marketing world to bring together the best collective of creative, design, strategy and innovation to truly reimagine and trans- form its clients’ businesses. Locally, these include creative agency The Monkeys, branding and design agency Maud, design and innovation firm Fjord and strategy and innovation business 2nd Road.
Until now though, for most in adland, the inner workings of this family have not fully been understood. Many have tried to replicate but without the right culture and an open mind, the team at Interactive all agree it’s unlikely to succeed.
Interactive?
Mark Green, group CEO and co-founder of The Monkeys and lead at Accenture Interactive ANZ, tells AdNews the decision by the agency’s co-founders Scott Nowell and Justin Drape to be acquired by the consultancy boiled down to its mission to continue to transform the influence that
creativity has on business.
“That’s not from just an advertising standpoint, it’s from a brand,
customer service and cultural need,” Green says.
“It felt like Accenture, similarly, was coming on this journey to get
through digital and technology, getting closer to relationships with people and governments and services. And the combination, whilst it would
Consultancy and family are two terms that don’t traditionally go hand-in-hand, but that’s exactly what you’ll find when you meet the Interactive team. AdNews sat down with its leadership team for
a never-before-seen look into who Accenture Interactive really is.
WORDS BY
PAIGE MURPHY
www.adnews.com.au | March/April 2021 11