Accenture completes acquisition of Reactive

Accenture has completed its acquisition of Reactive Media Pty Ltd (Reactive), one of Australia’s largest independent and multi-award winning digital agencies, specialising in creating and delivering differentiated customer experiences through digital channels.

The acquisition, first announced on December 2, 2014, complements the end-to-end marketing experience services offered through Accenture Interactive, part of Accenture Digital, that include creative design, customer experience, digital production and e-commerce platforms. It also further enhances Accenture’s ability to assist chief marketing officers and brand leaders create distinctive customer experiences and bring them to market with speed.

Says Brian Whipple, senior managing director, Accenture Interactive: “With the acquisition of Reactive we’re bolstering our growing portfolio of digital marketing services in Australia, New Zealand and globally. We’re better positioned than ever to help marketing leaders provide innovative and engaging customer experiences across all channels as they look to capitalise on digital disruption. We’re looking forward to working with our new colleagues from Reactive on Accenture Interactive’s one global team that offers highly specialised capabilities at scale in the market for digital marketing and design services.”

Reactive is the latest in a number of acquisitions that strengthen the digital marketing, service design and technology services provided through Accenture Interactive. In 2013, Accenture acquired Fjord that specialises in designing digital experiences and services that engage consumers across platforms. Also in 2013, Acquity Group became part of Accenture Interactive, adding significant skills and scale in e-commerce services and leading digital platforms such as hybris and Adobe. In 2012, Accenture bought avVenta, a provider of digital production services to leading brands and agencies across multiple industries.