Dive Brief:

• Global consultancy Accenture acquired Karmarama, a UK-based creative and digital data agency according to a company press release.
• The move boosts Accenture Interactive, part of Accenture Digital, by adding marketing capabilities including ad campaigns, data-driven content and mobile platforms.
• Some of Karmarama’s notable clients include the BBC, Confused.com, Honda, Just Eat and Unilever.

Dive Insight:

Accenture’s acquisition is the latest example of how consultancies are actively building out data-driven marketing capabilities, further blurring the line between traditional ad agencies, boutique digital shops and vendors, and international professional services firms.

As data and analysis plays a bigger role in marketing, firms like Accenture and Deloitte, with a strong heritage in these areas, are finding success with their own agency offerings. Earlier this year, Ad Age named Accenture Interactive the largest and fastest growing digital agency network. 

For Accenture the move helps build out its Accenture Interactive UK team on the marketing side while beefing up what it can offer brands in all markets across a range of marketing services such as data-driven customer insights, marketing creative and delivering messages via omnichannel campaigns including an emphasis on mobile.

Karmarama’s executive team will remain in place, and terms of the deal weren’t disclosed.