Accordant picks up Isobar branding as part of push back against consultancies
Dentsu Aegis Network’s data-driven customer experience agency Accordant – which it acquired in May – will be rebranded to Accordant, Linked By Isobar as the network continues to build out the Isobar offering and take on the growing threat of consultancies.
Dentsu Aegis Network said Accordant – and the likes of With Collective, Soap and SMG Studio, and Little Giant which have also adopted the Linked By Isobar suffix – defined a new paradigm in the competition against the creative and consultancy space.
Accordant co-founder and CEO Stephen Knowles said as CMOs stray away from conventional advertising models and instead “engage with their customers via true digital experiences”, the new combined offering will enable them to achieve their objectives.
“We believe the Isobar group brings together the best of the best to deliver actionable ideas for sustainable competitive advantage. It made complete sense for us as both a reflection of our people as well as the value of the work to join the family,” he said.
Accordant co-founders Scott King and Steve Knowles
CEO of the Isobar Group ANZ, Konrad Spilva, said Accordant had been the missing ingredient for the group’s complete offering.
“The Isobar Group is committed to embracing deep specialisation across digital transformation. We don’t try and be a single entity, we know where our strengths lie and defer to others in the group where appropriate. Accordant adds the missing ingredient with Isobar Group to truly become a leading digital group offering end to end solutions across creativity,
design, technology and personalisation,” he said.
Accordant describes itself as “a digital marketing personalisation agency” which “uses data and technology to personalise and optimise the customer experience”. It works with clients including ING Direct, Bupa, Suncorp and Woolworths.
