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Accenture strengthens digital marketing hand with Acquity deal

Accenture 2012

Chicago: Accenture is to buy Acquity Group, a digital marketing and eCommerce company, its third acquisition in the digital marketing area in less than a year.

Accenture has agreed to pay $316 million in cash for Acquity Group. The acquisition is subject to Acquity Group shareholder approval as well as other customary closing conditions.

Acquity Group provides strategy, digital marketing, and technical services to hundreds of companies to enhance their brand experiences and eCommerce performance. The acquisition will broaden Accenture's own services in these areas, which the company provides through Accenture Interactive, its group that offers chief marketing officers (CMOs) and brand leaders a comprehensive suite of marketing, technology and analytics solutions to help them improve their marketing performance.

Accenture says the addition of Acquity Group's skills and capabilities in eCommerce and leading digital platforms such as Adobe and hybris, supported by its own industry depth and global delivery capability, will help Accenture Interactive further address the most pressing needs of today's CMO in the midst of a digital transformation in marketing.

Acquity Group is the second-largest independent digital marketing company in the United States. It has grown rapidly in recent years, with revenues of $141 million for 2012, an increase of 32 percent over 2011. Once the acquisition is complete, Acquity Group's more than 600 employees are expected to join Accenture Interactive.

"Chief marketing officers and brand leaders are looking for a new type of service provider that can blend the creative process with analytics and enabling technologies to engage consumers and deliver compelling user experiences across channels," said Brian Whipple, global managing director of Accenture Interactive.

"The acquisition of Acquity Group will expand our capabilities in key areas of digital marketing and eCommerce, complementing our strengths in strategy, analytics, scaled technology enablement and marketing operations."

Chris Dalton, CEO of Acquity Group, said, "As one of the pioneers in eCommerce and digital marketing services, Acquity Group is pleased to be joining forces with Accenture, one of the largest and most successful consulting, technology and outsourcing companies in the world. Our combined expertise will allow us to deliver transformational ebusiness solutions for our clients at scale and attract the best talent in the industry."

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