New Content Will Enhance Accenture Interactive’s Ability to Connect People and Brands Through Strategic, Relevant Content Experiences
Accenture has entered into an agreement to acquire New Content, an independent Brazilian content marketing agency, to strengthen its customer experience services provided through Accenture Interactive. The acquisition will enhance Accenture Interactive’s ability to serve its clients in Latin America with branded and strategic content that connects people and brands, and helps clients maximize the return-on-investment (ROI) of their marketing programs.
“We believe that engaging, meaningful content is a strategic foundation of marketing today and one of the most effective ways to connect people and brands”
The acquisition is subject to customary closing conditions. Financial terms of the transaction were not disclosed.
Founded in 2007, New Content is a recognized content influencer in the Brazilian market and will bring to Accenture Interactive more than a decade of experience as a leader in branded content production. It has been recognized with some of the industry’s top local and international awards, including Cannes Lions, Caboré and the Content Marketing Awards, which crowned New Content as its 2015 “Agency of the Year.”
New Content’s differentiated value proposition combines capabilities in strategy, branding and performance marketing. The agency helps clients with all aspects of the content lifecycle – from content strategy, creation and production to the underlying technology, governance and content operations needed to bring impactful campaigns to life.
“We believe that engaging, meaningful content is a strategic foundation of marketing today and one of the most effective ways to connect people and brands,” said Anatoly Roytman, head of Accenture Interactive – Europe, Africa, Middle East and Latin America. “Time is a precious commodity in the digital age, and consumers expect personally curated experiences from brands. When we connect our ability to create relevant content with innovative customer experiences and the intelligent use of data, it becomes a powerful combination for driving brand loyalty.”
Giovanni Rivetti, CEO of New Content, added, “After more than a decade as a leading content partner for major brands, we are excited about the possibilities that Accenture Interactive will bring to our clients and people. As part of a larger global organization, we will be able to deliver our client campaigns with accelerated speed and scale, and support the ongoing evolution of our value proposition. Together, we’ll connect our content campaigns to the consumer’s overall digital experience journey, taking a data-driven approach that is supported by a strong technological foundation.”
Sao Paulo-based New Content has grown into one of the most significant content marketing agencies in Brazil, with more than 200 professionals. Its client base includes both multinational and local brands, including Electrolux, LATAM, and Natura. The New Content leadership team of Giovanni Rivetti, Edoardo Rivetti, Beto Féres and Raphael Alcântara will continue in their leadership roles and assume additional responsibilities within Accenture Interactive.
Eduardo Bicudo, head of Accenture Interactive in Latin America, said, “The digital economy has caused a massive increase in the amount and importance of digital content as a vital expression of a brand’s voice and purpose. Our clients are under pressure to produce more content, with greater speed, efficiencies and scale. New Content’s capabilities will help strengthen Accenture Interactive’s differentiated model and help meet client demand for a more content-led experience approach.”
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