Why it matters: The acquisition will help Accenture Interactive expand its advertising creative business, specifically around "experiential marketing," which includes things like custom events, executions and partnerships that help people experience a brand in a more intimate way, as opposed to just seeing an ad on TV.
Details: With the deal, Accenture Interactive has bought out a 49% stake in the company previously owned by Endeavor, one of Hollywood's biggest talent agencies, which is reportedly about to file confidential paperwork for an IPO.
From a business perspective, the companies will not combine offices, and no synergies in the traditional sense are anticipated.
Consultancies like Accenture, PwC and others have begun to rival traditional agencies, in some cases, due to their technological capabilities. Accenture Interactive is different as it seeks to provide creative solutions for marketers, an area that most consultancies aren't as invested in.
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