Accenture to Buy Meredith Digital Agency MXM

Global management consultancy Accenture is to acquire New York-based full-service digital agency Meredith Xcelerated Marketing (MXM) from its parent company, media conglomerate Meredith Corporation. Terms of the deal have not been disclosed.

MXM offers data and analytics skills combined with content creation and customer engagement capabilities in direct-to-consumer marketing, with a focus on clients in the automotive, consumer brands and financial services industries. Services include data visualization and predictive analytics, user experience research, content gap analysis and measurement planning, as well as audience segmentation and consumer journey mapping. The company employs more than 450 people across the US and Canada.

Accenture says the deal will strengthen its Interactive arm in creative services, data-led marketing execution, content strategy and digital marketing; adding to the data-driven customer insight and personalized services offered by agencies such as Wire Stone, which it acquired last year. It will also expand Accenture Interactive's studio locations in Dallas, Des Moines, Detroit, Los Angeles, New York and Washington D.C.

Brian Whipple (pictured), Head of Accenture Interactive, comments: 'The blend of MXM with our current capabilities and robust marketing intelligence platforms will set us apart as a leader to design, build and run the best customer experiences on the planet'.

Web sites: www.accentureinteractive.com and www.meredithxceleratedmarketing.com .