Accenture, which acquired Melbourne digital agency Reactive in December 2014, will this month begin phasing out the agency's name.
The business has been part of Accenture Interactive, the consultant's digital arm, and sat alongside Fjord, the digital business it also acquired in 2013. It's understood that the Fjord name will remain and keep its identity.
Prior to being bought by the global consulting group, Reactive had been one of the largest independent digital shops in Australia. Founded in 1997 by Tim O'Neill and Tim Fouhy the agency specialised in building customer experiences through digital, apps, e-commerce and social – key areas Accenture wanted to bolster in its digital division. It had among its client list Nissan and Coles.
O'Neill will remain part of the Accenture Interactive unit as managing director.
A spokesperson for Accenture said: “Accenture is retiring the Reactive brand to streamline our positioning and structure internally and externally. All services including design and usability, technology development, digital marketing, digital strategy and e-commerce will continue, but under the Accenture Interactive banner. ”
Accenture also bought creative shop Chaotic Moon last year as it continues to expand its capabilities into digital, creative and advertising.
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