Accenture Expands Marketing Sciences Offerings with Acquisition of Mediasenz
Accenture (NYSE: ACN) has expanded its Marketing Sciences practice with the acquisition of Mediasenz, an Australian-based media auditor. Financial terms were not disclosed.
In conjunction with the acquisition of Mediasenz, Accenture is acquiring MediaBiz©, a proprietary software asset currently used by Mediasenz, which enables companies to track the performance of their ad campaigns without media agency involvement by independently verifying TV spots as their campaigns unfold. The advertising performance information will be combined with other marketing campaign insights to help determine future advertising investments. Mediasenz and the software asset will be integrated into Accenture’s Marketing Sciences practice.
The MediaBiz software will enhance Accenture’s ability to provide media auditing services in large emerging markets, such as China, India, Russia and Mexico, where there is little or no reliable data on advertising spending effectiveness.
“The acquisition of Mediasenz will allow us to reach leading marketers in the Asia Pacific region and other emerging markets and help them benchmark the quality and cost of their media investments in a fragmenting yet rapidly growing communication landscape,” said Jeffrey Merrihue, CEO of Accenture Marketing Sciences. “With markets in Asia -- particularly in China and India -- recording double-digit annual compound growth rates in advertising, we look forward to helping companies realize the value of marketing analytics in this fast growing region.”
Founded in 2002 by Charles Godbold, Mediasenz helps advertisers gain a better understanding of the media process by implementing system checks, providing cost comparisons and accessing meaningful post-analysis performance reporting on advertising campaigns. The company has delivered services across the Asia Pacific region, including China, where it was the first media auditor to work, as it provided services to Unilever there beginning in 2004.
“Combining our Asian expertise with the global and digital strength of Accenture Marketing Sciences will provide unprecedented new levels of communication insight for our clients,” said Godbold.
Among the companies served by Accenture Marketing Sciences and Mediasenz is Unilever. “We have worked with both Accenture and Mediasenz for many years,” said Alan Rutherford, Unilever global vice president of Media. “The combination of these two leading companies will provide Unilever a high quality, seamless service across diverse global markets.”
Accenture Marketing Sciences, a specialized practice within Accenture, uses proprietary analytical tools and processes to help clients increase profits across their product portfolios, geographic regions and customer segments by instilling greater rigor and discipline in making their marketing allocations. The Accenture practice provides media and consulting services to more than 400 clients across Europe, the United States, Latin America and the Asia Pacific region, including more than half of the top 100 global advertisers. The business also serves clients in Russia and China.
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