There are not many advertising agency groups who haven't at one time or other paid enormous sums of money for Accenture, Deloitte, McKinsey or similar to advise them on their structure and future strategy. So what will they make of Accenture's acquisition of Karmarama an out an out creative agency. Accenture and Deloitte have both built huge digital businesses under the noses of the marketing services sector and now there is clearly a focus on the creative sector. Of course in reality they are buying talent. It is the people who are creative and it will be fascinating to observe how they integrate an independent creative agency into a consulting behemoth, all be it with an entrepreneurial innovative digital business.
Accenture Interactive is in no part a consulting firm