Changing tunes, Accenture Song restructures

Ashley Regan
By Ashley Regan | 17 November 2023
David Droga.

Accenture Song, the global creative house run by Australian David Droga who was inducted into the Advertising Hall of Fame in 2013, is restructuring its eight global divisions into four practices.

Trickling down to Australia, the changes will happen over the next few months locally, an Accenture spokesperson confirmed to AdNews.

"We have combined our teams into four practices – Design & Digital Products, Marketing, Commerce, and Service – so that each has consistent and integrated teams to be a better fit with our clients’ needs," the spokesperson said.

"Our focus on key strategic areas of our business including creative, technology, ecosystem, and emerging tech (which includes generative AI, Data and XR / Spatial) has not changed."

The news initially broke by a Campaign UK interview with Droga who, after announcing the changes to staff, said the new structure would allow the group, which grew revenues by 14% in its last financial year, to move with "more haste, more confidence and more impact".

"All I've done is moved us from what was eight different practices or capabilities down into four. This is not about downsizing people. There [isn't] collateral damage to this. The structure was unnecessarily complex. And that might have been a by-product of the success of what was Accenture Interactive," Droga said.

"I've tried to do it in a way where everyone knows where they sit and what role they play. There's more opportunity for collaboration in the alchemy of what is sold because of the compressed and simplified model."

This news comes one month after WPP announced some restructuring too. GroupM is simplifying its offer, and Wunderman Thompson and VMLY&R are merging into VML which will create the industry’s largest creative company with more than 30,000 people in 64 markets.

Accenture Song changed its name from Accenture Interactive in April last year, to better reflect services post-pandemic. 

Last month, The Monkeys, part of Accenture Song, lost one of Australia's most prized creative accounts Telstra after a shake up to its brand and marketing agency roster, with the creation of bespoke agency ‘+61'.

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