Accenture expands marketing sciences division
Accenture has completed the acquisition of Media Audits, a company that specialises in the measurement of return on advertising investment. Media Audits' staff and offerings are to be integrated into Accenture's Marketing Sciences practice.
As a result of the acquisition, Accenture Marketing Sciences has more than 200 professionals providing services related to the measurement, evaluation and optimization of marketing and media investments globally to over 400 clients across Europe, the United States, Latin America and the Asia Pacific region.
The acquisition of Media Audits, whose clients come from the automotive, leisure, telecommunications and consumer goods sectors, is expected to enable Accenture's Marketing Sciences practice to offer more marketing and media optimisation services to help marketers track their investments, as well as those of their competitors, on a monthly basis (including the use of web-based dashboards for easy access and analysis).
As highlighted by Jeffrey Merrihue, CEO for Accenture Marketing Sciences, "By integrating Media Audits' people and offerings into Accenture Marketing Sciences, we will be able to provide clients with the full range of services necessary to help them assess their marketing programmes to track not only whether an advertisement ran, but also whether it reached the target audience and whether that media buy was made at a competitive price."