Dentsu Aegis Network Acquires Leading Data Driven Agency and Adobe Specialist, Accordant

Dentsu Aegis Network today announces the acquisition of Accordant Pty Ltd (Accordant), Australia’s leading data driven customer experience and personalisation agency, further accelerating the network’s growth in this specialist area. Post-acquisition, Accordant will partner with leading Dentsu Aegis Network agency brands and present the market with a complete suite of data-led marketing capabilities, while retaining its branding.

Established in 2014 by Steve Knowles and Scott King, Accordant is a certified business solutions partner of Adobe with deep expertise in using data and technology to target, personalise and optimise customer experiences in both paid and owned media. The Accordant team, one of the two agencies worldwide to achieve the title of ‘Adobe Media Optimisation Specialisation’, has expertise in most major technology stacks with a primary focus on Adobe Marketing Cloud.

Nick Waters, CEO of Dentsu Aegis Network Asia Pacific, said: “The market now provides the opportunity for brands to develop much more personalised customer experiences, but to do so requires a command of data, technology and creativity. Accordant has deep specialist capability in this combination which delivers superior business results for clients. The business will integrate with our other agencies to offer clients a cohesive offline to online communications opportunity. We think this can be a powerful proposition in the Australian market.”

Simon Ryan, CEO of Dentsu Aegis Network ANZ, said: “From a strategic perspective Accordant is a key pillar to the future of our business in Australia, providing existing and future clients with unparalleled expertise across the entire customer journey. Accordant’s team, working closely with our existing digital and CRM experts, at WiTH Collective and Isobar, will combine for a more well-rounded digital strategic offering, unparalleled customer personalization, capability, data and insights. This is an exceptional result for our businesses locally and globally; one that further cements Dentsu Aegis Network as industry leaders.”

Steve Knowles, Accordant Co-Founder and CEO, says the alignment makes perfect sense, “The team at Accordant prides itself on being leaders in data-driven customer experience planning and delivery. This move is a reflection of the passion of our people as well as the value of data, personalisation, and marketing technology. We currently work with many of the region’s leading brands and are thrilled about the new opportunities that will present now we have the support and scope of Dentsu Aegis Network. Our team and clients will benefit from the breadth of skills that the network brings to complement our existing proposition. This partnership is the perfect fit culturally and strategically; the future is looking very bright for us all.”