LAS VEGAS\u2014Having just acquired digital platform marketing specialist Adaptly, Accenture Interactive Operations has added a key asset as it builds out its global \u201cexperience activation centers\u201d for clients. \u201cIt was completely in our wheelhouse, in our sweet spot, and it\u2019s going to allow us to scale our multi touchpoint activation credentials very, very quickly,\u201d says Accenture Interactive Operations Global President Nikki Mendonca.<\/p>\n
Founded in 2010, Adaptly<\/a> partners with some of the leading digital platforms, including Amazon, Facebook, Google, Instagram and Snapchat, for a client roster that includes Chico\u2019s, Mazda, Prudential and Sprint.<\/p>\n \u201cWhat attracted Accenture Interactive Operations was the fact that they really are leaders in terms of the whole platformization of marketing,\u201d Mendonca explains in this interview with Beet.TV at CES 2019<\/a>. \u201cThey really know how to leverage platforms properly to be able to give a step change in business outcomes.\u201d<\/p>\n Adaptly will significantly bolster the capabilities of Accenture Interactive Programmatic Services, whose core offerings<\/a> are helping marketers in-house programmatic media; media strategy, planning and activation; and adtech implementation and support.<\/p>\n \u201cWe\u2019re very much starting with the world of programmatic delivery because we do firmly believe that all media will be programmatically delivered\u201d as early as 2025, inclusive of TV, Mendonca<\/a> says. \u201cThat\u2019s really where our lens is so we\u2019re starting first with programmatic activation and then we\u2019ll scale that through to myriad number of touchpoints including TV, outdoor, radio, et cetera.\u201d<\/p>\n The acquisition of Adaptly comes as Accenture is creating \u201cexperience activation centers\u201d for clients \u201ceverywhere from Warsaw to Sao Paolo. What we\u2019re finding is our clients really want us to have a very integrated offering across all paid, owned and earned channels and touchpoints, and that\u2019s really what we\u2019re focused on.\u201d<\/p>\n In all, Accenture has \u201ca whole scaled operation\u201d of 16,000 people across the globe \u201cdeveloping new marketing operating models for clients and new solutions to their growth challenges.\u201d<\/p>\n Because content lies at the heart of marketing experience activation, \u201cWe very much are building our product and service offering around a data-driven, tech-enabled content powered way of going to market, which is exactly what are clients are asking for.\u201d Even when building new marketing models, \u201cbuilding a new content operating model is at the heart of that solution,\u201d says Mendonca.<\/p>\n What should be a constant is that any form of brand communication \u201cis actually more engaging and enhances the customer experience,\u201d she adds, \u201cto make sure that advertising is not a tax and it\u2019s not an annoyance for the consumer because ad blocking is only going one way.\u201d<\/p>\n