Accenture Interactive CEO Brian Whipple, left, is counting on David Droga and his team at Droga5 to add to the consulting firm's creative capabilities.The deal Accenture Interactive announced Wednesday to buy creative agency Droga5 is about more than just having a creative agency in-house, CEO Brian Whipple said.The advertising giant has been focusing on helping clients rethink the way their customers discover and interact with their products and services.
But Accenture Interactive isn't a traditional advertising firm, and it has bigger plans for Droga5 than to have the agency design ads for its clients, company CEO Brian Whipple told Business Insider. An arm of the giant Accenture consulting firm, which has deep expertise in technology, Accenture Interactive focuses on helping companies rethink and redesign how consumers are introduced to and interact with their products and services.
The company sees itself as being in the business of helping rethink the way customers come to and interact with their products, he said. For example, Droga5 might help a motorcycle company not just advertise its bikes, but figure out how to help persuade people who have never even thought about riding one before do so, he said.
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