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Accenture launches programmatic arm to help brands bring buying in-house

Professional services firm Accenture has launched an in-housing media planning and buying service catering to the growing trend of marketers taking their programmatic spending inhouse.

Accenture’s Michael Buckley, managing director of Accenture Interactive for Australia, told Mumbrella the offering is part of the company’s strategy to provide end-to-end marketing and customer experience for clients that saw the firm acquire Maud and The Monkeys last year.

Buckley: “What clients are trying to achieve is bringing together the brand promise and customer experience”

“The value for the market is unifying brand promise and customer experience. Accenture Interactive traditionally has had all the technology – commerce and content and product and service design. What The Monkeys bring to that is the brand promise,” Buckley said.

“What clients are trying to achieve is bringing together the brand promise and customer experience because traditionally they are quite sperate. You create a terrific television commercial and idea and then the customer experience doesn’t quite meet that promise.

“Programmatic and marketing services enables us to promote that promise which is part of that customer experience. So The Monkeys and Maud are a vital component for us being able to deliver the end-to-end customer experience clients are after.”

The company’s programmatic service offering will include consulting service for advertisers taking media capabilities in-house along with media strategy, planning and activation.

Along with the consulting services, the company will also offer an ad tech implementation and support services through its global offices.

Buckley was unable to comment on how many staff Accenture Interactive is currently employing locally or name any Australian clients.

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