Accenture Interactive is preparing to merge its creative advertising agencies.
In a significant move, global professional services company Accenture Interactive has announced plans to consolidate its creative agencies, with the exception of Droga5. This reorganization is part of a broader company-wide strategy and does not signify a selective retention of brands.
The creative division of Accenture Interactive, previously known as Accenture Song, will now be fully integrated with other service lines, forming a unified entity under the new "Reinvention Services" unit. This structural change aims to make it easier and faster to embed data and AI into client solutions and to scale offerings across industries.
Accenture Song, which was consolidated under the leadership of David Droga and has integrated over 40 acquisitions into a unified brand, will remain the creative arm of the company. Droga5, historically notable as an independent brand before acquisition, is now a core part of the Accenture Song offering, not an exception to consolidation.
In a confirmation to Adweek, sources close to the company have revealed that all services, including creative, strategy, consulting, technology, and operations, are being consolidated into a single business unit called "Reinvention Services."
Notably, David Droga will step down as CEO of Accenture Song as of August 2025, with Ndidi Oteh taking over from September 2025. Manish Sharma will serve as the Chief Services Officer of the new unified business unit from September 2025.
The consolidation of the creative agencies does not affect Droga5, which will continue to operate independently within Accenture Interactive. The creative agencies under Accenture Interactive, such as Karmarama, Bow & Arrow, The Monkeys, Fjord, and Rothco, will drop their individual names as part of the reorganization, forming one division within Accenture Interactive.
Despite the consolidation, the creative agencies will continue to operate under one P&L structure, ensuring a seamless transition and continuity of services. The integration of the creative agencies has been long expected and is part of Accenture Interactive's ongoing strategy.
This reorganization affects multiple creative agencies within Accenture Interactive's network and marks a significant step towards streamlining the company's operations and enhancing its ability to deliver innovative solutions to clients.
- The consolidation of Accenture Interactive's creative agencies, including Karmarama, Bow & Arrow, The Monkeys, Fjord, and Rothco, will see them integrating with other service lines like technology and consulting, under the new "Reinvention Services" unit.
- The creative division of Accenture Interactive, including Droga5 - which remains part of the Accenture Song brand - will now work more closely with technology and other service lines, with the aim of making it easier to embed data and AI into client solutions and to scale offerings across industries.
