Accenture Music, the advertising arm of consulting big Accenture, has acquired U.S.-based social and influencer company Superdigital in response to rising shopper demand for creator advertising, it shared with ADWEEK completely. Monetary phrases weren’t disclosed.
Sean Lackey, Americas advertising lead at Accenture Music, informed ADWEEK the deal reinforces social as a full-funnel advertising channel.
“Social…is changing into a spot not simply the place folks need to interact with manufacturers, however a spot the place end-to-end advertising occurs, from constructing manufacturers to driving engagement to driving commerce,” Lackey stated.
Based in 2013, Superdigital is understood for creator partnerships, short-form video, and social-native content material manufacturing, working with purchasers in know-how, client items, gaming, and leisure. The company’s crew of 40 will be part of Music’s advertising observe, working alongside Droga5 in addition to its CRM, social, content material, knowledge, and media groups.
Lackey stated the addition of Superdigital is “extra about fortifying current social capabilities than bringing in web new capabilities” whereas “constructing a stronger nucleus, understanding that social is usually the tip of the spear.”
Accenture declined to call overlapping purchasers, however each firms level to working with Microsoft manufacturers Home windows and Xbox on their web sites.
Doubling Down on Social
The acquisition follows a run of offers by Accenture Music over the previous two years within the artistic, design, and CRM areas, together with design agency Work & Co, U.Okay. buyer engagement store Limitless, Brazilian artistic company SOKO, and Japanese digital product studio Yumemi.
Lackey stated Superdigital is completely different in its deal with full-funnel social and influencer advertising. “We simply noticed a number of cultural synergy with the place we consider advertising goes, and inside that, the place Superdigital sees the world itself.”
He added that Accenture Music’s social capabilities will stand out from opponents by way of “the interconnectivity of how we combine our groups,” including that its single-P&L construction permits it to “deploy the proper folks on the proper time for our purchasers.” He additionally stated that the company’s commerce and AI capabilities will join into its influencer work.
AI underpins the whole thing of Music’s strategy to social, he added, from viewers identification to artistic briefing, content material manufacturing, and measurement.
As for measuring the success of the acquisition, it comes again to purchasers: “how are we delivering significant progress through these capabilities for the purchasers we work with?” he stated.
Superdigital joins Accenture Music amid a management transition, with Ndidi Oteh stepping in as world CEO on Sept. 1 and Ami Palan lately named lead for the Americas.
