Accenture to acquire Reactive Media to expand digital design, marketing + strategic capabilities

Accenture has entered into an agreement to acquire Reactive Media Pty Ltd (Reactive), one of Australia’s largest independent and multi-award winning digital agencies.

Reactive specialises in creating and delivering differentiated customer experiences through digital channels such as apps, e-commerce web sites and social. The acquisition will strengthen Accenture’s digital marketing and technology services that help clients design solutions for digital customers, channels and markets. Terms of the transaction were not disclosed.

Reactive’s digital capabilities will complement the end-to-end marketing experience services offered through Accenture Interactive, part of Accenture Digital, that include creative design, customer experience, digital production and e-commerce platforms. The acquisition will also give clients access to Reactive’s deep digital capabilities designed to enable chief marketing officers and brand leaders to raise consumer loyalty, boost sales and improve efficiencies.

Says Brian Whipple, senior managing director, Accenture Interactive: “Demand is growing rapidly for services that integrate creative ideas with design, usability, data-driven customer insights, and technology in order to create compelling digital customer experiences.

“Brands are recognising that being relevant to customers has never depended more on how they engage with customers digitally. The agreement to acquire Reactive demonstrates our continued investment in digital marketing services to better help our clients provide innovative and engaging customer experiences across all channels.”

Corporate marketing will undergo a fundamental transformation over the next five years due to the use of digital, according to the majority of chief marketing officers recently surveyed by Accenture Interactive. Further research also indicates both retailers and business suppliers are feeling a marked shift in consumer expectations.

Says Tim O’Neill, managing director and co-founder of Reactive: “I’m incredibly proud of the team we have built at Reactive. For the last 17 years, we’ve championed the value of technology and design, particularly their ability to transform industries and help organisations strengthen and grow their relationships with customers.

“By joining Accenture, we will be able to provide our digital services to an even wider range of organisations and provide our existing clients with greater scale and depth of category and industry experience.”

Reactive’s employees will join Accenture Interactive. In 2013, Accenture acquired FjordandAcquity Group, both of which are also part of Accenture Interactive.

Founded in 1997, Reactive is one of Australia’s largest independent digital agencies, headquartered in Melbourne with offices in Sydney, London, New York and Auckland. The company’s portfolio includes services for design and usability, technology development, digital marketing, digital strategy and e-commerce, delivered to companies in the retail, resources, entertainment, telecommunications and automotive industry as well as public sector organisations.

Completion of the acquisition is subject to customary closing conditions.