Accenture Interactive acquires Irish creative agency Rothco

Dive Brief:

Accenture Interactive has acquired Dublin-based creative agency Rothco, according to a press release. Financial terms of the deal were not disclosed.
Pending regulatory approval, Accenture's acquisition demonstrates the agency's push to expand its creative and brand marketing capabilities in the U.K. and Ireland. More than 150 Rothco employees will join Accenture once the deal is finalized.
Founded in 1995, Rothco has produced award-winning campaigns and design work for major brands across Europe, including Heineken, Tesco and golfer Rory McIlroy. The company also looks at how technology can enhance the creative process to better connect brands with consumers, per the release.

Dive Insight:

The acquisition continues Accenture Interactive's years-long buying spree to beef up its advertising and marketing capabilities, creating a consultancy and creative powerhouse. Over the past five years, the company has purchased more than a dozen agencies, including Wire Stone and Brand Learning in August and French digital agency Altima in October.

Consultancies like Accenture Interactive have been making their mark in the marketing industry as many traditional agencies have struggled to adapt to the shifting digital media landscape. Consultancies often bring a wide range of expertise in creative, technology and business strategy to help marketers create unique experiences for their clients. Recently, marketers have embraced consultancies for their "do-it-all" approach and more cost-effective solutions compared to traditional agencies, which is shaking up the space. However, a number of industry analysts agree with WPP's assessment made in early November that the impact of consultancies on traditional ad agency holding companies is "overhyped."

Accenture has also expressed a commitment and investment in innovation and growing creative talent in Ireland. In February, it opened The Dock, the company’s global research and incubation hub, and its design and innovation unit the Fjord Dublin studio.

Accenture is not alone on the growing list of consultancies having an impact in marketing. This year, Ad Age ranked four consultancies, including Accenture Interactive, PwC, IMB iX and Deloitte, on its list of the 10 largest agency companies worldwide.