Accenture Interactive, the agency inside Accenture, is a growing global business with bold ambitions to reshape the traditional agency market across Africa. South Africa is the primary market being targeted, and will also provide services across Africa and Middle East.
Wayne Hull, newly appointed Managing Director and Head of Accenture Digital for South and Sub-Saharan Africa, sees a “game changing” market opportunity over the next 5 years in a market segment traditionally run by agencies or their holding companies.
“Today we are building a world class team across digital strategy, digital marketing, service design, content, e-commerce, platforms and operations. We believe our value proposition to our clients is being able to imagine, create and deliver extraordinary digital experiences to deliver real Return on Investment. The old ways of going to market are truly over,” says Hull.
Accenture Interactive see this market segment as a $850m opportunity by 2019. The company’s strategy is to accelerate growth in South Africa via initial organic growth followed by possible acquisitions.
The recent strides made by Accenture Interactive are evidence of how quickly this market is expanding. The agency has upwards of $3 billion in global revenue and is the fastest-growing sector inside Accenture. It has been quickly buying up agencies and opening offices and globally, the business unit grew in grown double digits in 2016. It has over 13,000 employees, with the majority of its clients are also clients of parent Accenture.
Firms on the continent who do not adapt will be left behind as traditional ways of advertising and connecting with customers are overhauled by major digital innovations and enhanced capabilities. A global firm like Accenture, with its digital, data and consulting capabilities is quickly stepping in to the void to close the gaps.