So Accenture has bought Karmarama vowing to build a “new breed of agency”. Great move for the founders and shareholders of Karmarama but have Accenture really thought this through. My worry is this. Accenture’s plan is to “build the world’s largest digital agency” just as the rest of the world is dropping the “digital”. As Professor Mark Ritson often states “it isn’t digital marketing its just marketing”
Karmarama’s output completely encompasses the digital arena but they don’t see that as their defining attribute, just a channel option. They simply want to be a great communications agency creating “big generous advertising and PR platforms” that happen to utilise digital when it’s the right option, which is a lot of the time.
So putting aside Accenture’s ability to be able to manage its new found creative talent, has it with this purchase just flagged up a weakness with its agency ambitions? For a company whose core business is strategy consulting, it seems strange they appear to be heading down a cul-de-sac with their focus on “digital agencies”. Maybe their new friends at Karmarama can help them with their longer term business strategy!