Accenture Brazil completes purchase of marketing agency New Content

07 December 2018 3 min. read

Following a nearly two months integration period, Accenture has completed the acquisition of Sao Paulo-based New Content. The content creation and marketing agency has been absorbed into Accenture Interactive.

The acquisition of the Brazilian company, founded in 2007, adds more than 200 employees to Accenture Interactive in Brazil, and bolsters the firm’s ability to create and deliver integrated brand experiences for clients in Brazil and greater Latin America.

“The digital economy has caused a massive increase in the amount and importance of digital content as a vital expression of a brand’s voice and purpose. Our clients are under pressure to produce more content, with greater speed, efficiencies and scale. New Content’s capabilities will help strengthen Accenture Interactive’s differentiated model and help meet client demand for a more content-led experience approach,” commented Eduardo Bicudo, head of Accenture Interactive in Latin America.

The move builds on Accenture rapid rise to the top of the digital marketing and advertising world. According to US magazine AdAge, Accenture Interactive is with a worldwide revenue of $6.5 billion now the world’s largest digital agency, ahead of the likes of market incumbents WPP, Publicis and Omnicom. The role of M&A has been instrumental in delivering Accenture’s rapid growth in the landscape (35% growth last year). In the summer of 2017, reported that Accenture had prepared plans to spend a massive $1.8 billion on agency acquisitions, with an analysis early 2018 finding that $1 billion of that war chest had in fact been splashed out in 2017 alone.Accenture Brazil completes purchase of marketing agency New ContentManagement and technology consultancy Accenture is not alone in its M&A spree. The race for digital marketing, advertising and creative capabilities is drawing consulting firms from several areas of the business, including the strategy consultants (McKinsey, BCG, Bain) and the players with an accountancy heritage (Deloitte, EY, KPMG, PwC).

As announced previously on October 22, the New Content leadership team of Giovanni Rivetti, Edoardo Rivetti, Beto Féres and Raphael Alcântara has remained on board, and assumed additional responsibilities within Accenture Interactive on top of their New Content leadership roles. CEO Giovanni Rivetti remarked “Accenture Interactive will bring possibilities to our clients. As part of a larger global organization, we will be able to deliver our client campaigns with accelerated speed and scale, and support the ongoing evolution of our value proposition. Together, we’ll connect our content campaigns to the consumer’s overall digital experience journey, taking a data-driven approach that is supported by a strong technological foundation.”

He added that he believes the joining of forces will also benefit the firm’s 200 employees. While New Content works for large global players such as LATAM Airlines, VW and VIVO, the majority of its portfolio consists of regional players either based in Brazil or with a heavy footprint in Latin America’s largest economy. Accenture Interactive meanwhile has a roster of top clients that spans the globe.

In the management consulting space, Accenture Brazil purchased supply chain firm Gapso around three years ago.