Accenture buys Reactive Media to grow digital abilities

Accenture has acquired Australia-based digital agency Reactive Media, a move that will expand its global capabilities in digital design, marketing, and strategy execution. Terms and condition of the transaction have not been disclosed. 

Reactive Media
Reactive Media is one of the largest digital agencies in Australia that provides services for design and usability, technology development, digital marketing, digital strategy and e-commerce. The firm, founded in 1997, has two offices in Australia (Melbourne and Sydney) and further offices in New Zealand (Auckland), UK (London) and US (New York).

In line with its ambition to grow bolster its growing portfolio of digital marketing services and technology services, Accenture has decided to acquire Reactive Media. The company’s digital capabilities will complement the end-to-end marketing experience services offered through Accenture Interactive, part of Accenture Digital, including creative design, customer experience, digital production, and e-commerce platforms. “Demand is growing rapidly for services that integrate creative ideas with design, usability, data-driven customer insights, and technology in order to create compelling digital customer experiences. The agreement to acquire Reactive demonstrates our continued investment in digital marketing services to better help our clients provide innovative and engaging customer experiences across all channels,” comments Brian Whipple, Senior Managing Director at Accenture Interactive.

As part of the acquisition, Reactive Media’s employees will be added to Accenture’s Interactive team. “By joining Accenture, we will be able to provide our digital services to an even wider range of organizations and provide our existing clients with greater scale and depth of category and industry experience,” says Tim O’Neill, Managing Director and Co-Founder of Reactive.

For Accenture, the pickup of Reactive Media is the somanieth in a series of recent acqusitions in the fast growing digital space. Last year it purchased Fjord and Acquity Group, and earlier this year it added Italian analytics platform i4C Analytics to its Interactive unit.