Droga5, founded by David Droga in 2006, has become one of the largest and most well-known independent advertising agencies in the world. Its last reported annual revenue was in 2017 and exceeded $200 million. Earlier this month, Accenture Interactive announced it has reached a deal to acquire Droga5 in what researchers and executives are calling a game-changer for both the consulting and advertising industries. Accenture Interactive is the experience agency known for empowering marketers to own their desired consumer experience from start to finish. Generation Z is the fastest growing and most engaged consumer audience we have ever seen; therefore it is crucial for advertising agencies to be able to iterate their business models and creative strategies at a rate that meets the content demands of that young demographic group. Additionally, consulting firms will need to increase the capabilities of their creative arm, and the acquisition of creative agencies could potentially be the solution for that.
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