RIP Creativity

Over the last several years the global consulting giant, Accenture, has acquired many leading ad agencies in an effort to both grow and remove competition from the marketplace.  This week they announced the acquisition of Droga5 - one of the leading independent creative forces in marketing and advertising today.  Their portfolio of moving, lasting and impactful campaigns is where the viral video was born - and now with the acquisition, it will die.

So why does Accenture buy up all these firms and what happens next? 

So, Accenture is led by some smart people who have a crystal ball and about seven years ago saw the future of digital and planned out a shopping spree. OK - they don't have a crystal ball, but they are smart.  As a company that has to always shift and change its business model to stay ahead of the curve for its clients' Accenture accurately predicted the rapid pace in which digital would become a frontrunner.   The business and technology consulting firm started to laser focus on digital and also started forgetting about it's business consulting arm then tried to combine the two together.

So this is where it all goes wrong.  They buy a globally leading firm for its book of business and existing clients as it guarantees revenue growth, they hold onto a few of the top people from the original firm, then they plant the empty seats with consultants who are from a different skill set, functionality, working culture and mindset.....then change-o-presto....   Implosion. 

What most fail to realize is that even though agencies and consultancies offer professional services, their cultures, ways of working, and end goals vastly differ.  Most of the agencies that have been acquired by Accenture end up disassembled for parts and their once talented employees orphaned and emotionally beaten by the culture of the Accenture Machine.  So what's left?..... Media pass-through.  All Accenture ever wanted was the revenue and service fees fo the media buy pass through.

Where does this leave the creative landscape?  Will there be anyone left that can stand up to the Accentureopoly? Will there be anyone who won't sell or is creativity dying or dead?