In the wake of the Droga announcement ‘agencies have nothing to fear’

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The bombshell announcement that David Droga can be taking the reins of Accenture Interactive definitely stirred adland. While the business’s admiration for Droga reaches far and extensive, many are questioning how this mega-award profitable inventive chief will transition to working a $10 billion firm.

The battle between company and consultancy has been raging for years. As the argument goes: companies don’t have sufficient entry to the C-suite and consultants don’t have sufficient creativity. In an effort to pull collectively that magical mix that can wow shoppers and win enterprise, high consultants have headed to adland. Ogilvy’s Andy Main becoming a member of from Deloitte Digital is one of the more latest and notable proof factors. At the identical time, consultancies have been vigorously buying inventive retailers and expertise. None have been more outstanding than Accenture’s acquisition of adland’s gold commonplace of creativity, Droga5.

Competitors watched with bated breath hoping that the company nature of Accenture would asphyxiate the inventive spirit of the Droga crew and its work. Yet the inventive hits have continued to come for an array of shoppers together with Allstate, BrewDog, Facebook, Kimberly-Clark, Luluemon, Mattress Firm and Petco.

Now as Droga succeeds Brian Whipple on Sept. 1, it’s clear that Accenture Interactive is totally dedicated to putting creativity at its core. So how does this actually impression the steadiness of energy in adland? Observers have blended emotions.

‘Agencies have nothing to fear’ in the short-term

The appointment of Droga, who many speculated would go away Accenture to begin a brand new enterprise, definitely appears to be like good on paper. It solutions the query: Is Accenture dedicated to creativity?

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But will it really make an impression? Not in short-term, says Simon Francis, chief govt at Flock Associates Ltd. “Accenture clearly recognize the symbolism of appointing Dave Droga to his new role. It shows their commitment and intent to talent, clients, and potential acquisitions. Does it change Accenture culture or change the work? No. Just as WPP or Omnicom hiring a consultant doesn’t change their culture or work, at least in the short term.”

“We don’t envisage any imminent changes in the balance of power between agencies and consultancies, and in the week White Claw moved from [Accenture-owned] Rothco to VCCP, we can see that agencies have nothing to fear,” says Francis.

The mixture of consultancy and company hasn’t labored but, but it surely may

Accenture doesn’t need to be considered as a holding firm, however with dozens companies inside the fold at Accenture Interactive, it’s arduous not to make the comparability. Shops run the gamut from Karmarama in London to Rothco in Dublin and Matter in San Francisco.

“His biggest initial challenge will be uniting the 40-plus investments in the US, UK, Germany, Australia and other places under a single clarion call,” says Greg Paull, principal and co-founder of R3.

The ascension seemingly insures Droga’s namesake company will survive as a standalone, however questions stay as to whether or not all of the inventive firepower will really rework a consultancy as massive and as deeply rooted as Accenture. “It has been a lot easier to add technology to a creative agency versus creativity to a pure digital consultancy like Deloitte or Accenture,” says Serge Rancourt, chief govt and co-founder of No Fixed Address and Mischief @ No Fixed Address. “Consultants are invited to the table to resolve business problems and then engage digital transformation. Agencies are invited to deliver powerful creative solutions using technology to deploy them.”

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So far, inventive companies that have been acquired by the massive consultancies “have not been integrated to the heart of their business,” says Rancourt. “Bringing creativity upfront, whereas engaged on massive enterprise points, has but to be demonstrated properly. But if one particular person may do it, David Droga — together with his inventive and enterprise acumen — is an effective guess.”

Paull agrees. “David already has hands on local experience in three continents and more than enough client experience in the other three — he will be a positive advocate for change and will help position the group as an employer of choice.”

Accenture declined to make Droga or CEO Julie Sweet available for comment.

Taking the lead in creative customer experience?

Before the pandemic, agencies and consultancies alike knew they had to transform to meet client and consumer needs. Now, the speed of change is breakneck. “The world is moving faster than we ever before and accelerating new products and services to help our customers save time and money when they need is most is vital but so is innovative creative that engages consumers,” says Lisa Colantuono, president at AAR Partners. “To that end, the David Droga’s take-over is nothing short of explosively brilliant.”

Accenture Interactive will now have the upper hand when it comes to moving beyond customer experience to creative customer experience, says Colantuono. “This is exactly what brands need now, since ‘the future’ is here…clients need purpose, innovation, technology and transformational experience, and this is exactly what David will be able to unlock in his new role at AI.”

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Somewhat ironically, it took a consultancy to put a creative in charge which is a rarity even in adland. “It’s an important move because for too long, Accenture has had the legacy of its ‘consultancy’ tag and question marks over creativity,” says Paull. “The fact they have a creative practitioner in charge — something, by the way, very few creative agencies have, sends a strong message internally, to clients and to the industry at large.”

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Jerry Gordon

About Jerry Gordon

Webmaster, nature and tech lover. Jerry manages the day-to-day operations at DigiToolsadvisor. He loves enjoying his free time, but most of all, trying new tools to master.