Dentsu Aegis Network builds specialist agency offering with acquisition of Accordant
Dentsu Aegis Network has acquired data-driven customer experience agency Accordant, continuing its growth in specialist agencies.
Following the acquisition, Accordant will partner with the network’s other agency brands, but retain its own branding.
The Adobe Specialist agency which was launched in 2014, aims to use data and technology to personalise and optimise the customer experience, and is one of two agencies to receive the title ‘Adobe Media Optimisation Specialisation’ globally.
Nick Waters, CEO of Dentsu Aegis Network, Asia Pacific said the acquisition presented the opportunity to develop more personalised experiences.
“The business will integrate with our other agencies to offer clients a cohesive offline to online communications opportunity. We think this can be a powerful proposition in the Australian market,” Waters said.
Dentsu’s Simon Ryan, CEO Australia New Zealand said from a “strategic perspective” Accordant was key to the future of the network’s business in Australia.
“Accordant’s team, working closely with our existing digital and CRM experts, at With Collective and Isobar, will combine for a more well-rounded digital strategic offering, unparalleled customer personalisation, capability, data and insights.
“This is an exceptional result for our businesses locally and globally; one that further cements Dentsu Aegis Network as industry leaders,” Ryan said.
Steve Knowles, Accordant co-founder and CEO said the move was a “reflection of the passion of our people as well as the value of data, personalisation, and marketing technology.”
“Our team and clients will benefit from the breadth of skills that the network brings to complement our existing proposition. This partnership is the perfect fit culturally and strategically; the future is looking very bright for us all,” Knowles said.
