Accenture Interactive's Droga5 purchase marks 'seismic shift'

The acquisition puts a renewed emphasis on creativity in marketing, industry experts say.

Brian Whipple, CEO at Accenture Interactive

Accenture Interactive turned heads on Wednesday when it acquired creative juggernaut Droga5, a move that is being widely lauded by industry insiders.

The deal ends long-running speculations about which agency Accenture Interactive would buy next. Despite many rumors over the last few months, MDC Partners was never part of Accenture Interactive’s consideration set in terms of possible acquisitions, according to someone with direct knowledge of the matter.

If Accenture Interactive had bought...

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