Dive Brief: 

• Accenture has announced it will be acquiring independent Australian ad agency Reactive. 
• The buy will help the company, which has IT roots, to expand its marketing arsenal and offer clients more digital-marketing capabilities. 
• Reactive will help Accenture compete with peers like IBM, Dell, and Deloitte that are also expanding digital-marketing offerings. 

Dive Insight: 

IT companies expanding into the digital marketing realm seems to be an ongoing trend as of late—just look at Publicis acquiring Sapient Corp. Accenture recognizes, like its peers, that marketing is essential to its clients' success and that if it wants to be competitive—it will have to offer those services.