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Advertising should add value, not distract, says Accenture Song director

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Knowing when to step out of the way is undervalued by advertisers and brands, but is key to retaining customers, according to the head of Accenture Song – the $14 billion division that controls dozens of agencies and consulting firms, including Ireland’s Rothco, consolidated into a new world brand.

ccenture Song is the new name of Accenture Interactive, which was announced in April as part of a broader change including the integration and consolidation of the income statement (P&L) of 40 companies under CEO David Droga – an advertising executive who started his own Droga5 Accenture sold in 2019.

Combining Accenture’s portfolio of interactive and media agencies into Accenture Song will create a digital agency that is expected to generate approximately $14 billion in revenue this year, said Mr. Droga Irish Independent.

The consolidation will create scale to serve customers more in a rapidly changing media landscape, including creative, media industry, technology and data skillsets, he said.

“That’s the beauty of being in this role now as a creative person, because creativity is really all about ambition and possibility. And now knowing that no idea is too big or too big because we have the skills to pull it off.”

Consumer habits are changing and brands need to understand how to and how not to engage, he said.

“I think restraint is something that a lot of brands and agencies don’t understand, which leads to a more genuine relationship. I’m still a consumer and the brands that attract me are the ones that matter in my life, don’t overdo it, add value.

“I never believed that the advertising model was about disruption. This is not the model I want to build.

“I’m concerned with the question: How do we find a place and a time to create added value? How are we trying to find a place to show up and be rewarding, fun, or informative? That is our job – to create added value.”

Dublin-based advertising agency Rothco and design consultancy Fjord will be rebranded as Accenture Song in the coming months as part of a global consolidation by the consulting and outsourcing giant.

“The name change is just a starting point in the sense that it doesn’t solve anything, just indicates that we are united from this point forward.”

Bringing together a multitude of often founder-led companies will bring challenges, he said.

“I think it won’t be the policies or mandates that will make it something, it will be the chance to build something with more potential and something that’s a worthy goal that will take everyone with it.

“The most honorable thing I can do for people’s personal cultures or brands is to make them relevant and give them a position where their employees can thrive tomorrow, rather than looking into a rear view.”

No dates have yet been set for the Irish name changes, but the underlying corporate merger is already underway, he said.

Rothco’s customers include
Heineken, AIB, Woodies and Dublin Bus. It was bought by Accenture in 2017.

Fjord is a design and innovation consultancy that works with companies to design products, services and customer experiences.

https://www.independent.ie/business/personal-finance/advertising-should-add-value-and-not-be-disruptive-says-head-of-accenture-song-41676920.html Advertising should add value, not distract, says Accenture Song director

Fry Electronics Team

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