Accenture Launches Experience Activation Network to Power Growth for World’s Leading Brands
September 24 2019 - 1:03AM
Business Wire
New flagship center in Mumbai joins the world’s
largest concentration of marketing activation experts
Accenture (NYSE:ACN) has opened a center in Mumbai that serves
as the centerpiece of its new “experience activation network,” a
collection of state-of-the-art sites worldwide that are dedicated
to powering brand experiences that deliver marketing-led
growth.
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The experience activation network is part of Accenture
Interactive Operations — the marketing managed services arm of
Accenture Interactive — which harnesses talent, technology, and
process innovation through SynOps for Marketing, to deliver dynamic
brand experiences across all consumer touchpoints and channels.
Occupying two floors of its Intelligent Operations Center in
Mumbai, Accenture’s new experience activation center includes
dedicated design thinking spaces, immersive demonstration zones and
interactive digital surfaces, as well as open collaboration zones
for clients to co-create alongside industry-specialized teams.
Among those at the center’s opening today were executives from a
number of marketing pioneers — including GlaxoSmithKline, Radisson
Hotel Group, Shell and others — that have embarked on bold
marketing transformations with Accenture, using emerging
technology, a global shared services model and process innovation
to drive experiential-led growth.
“With the customer experience increasingly a driver of
competitive advantage and sustained growth, the marketing function
is emerging as a new organizational superpower,” said Debbie
Polishook, group chief executive of Accenture Operations. “Our
experience activation network is helping clients stay one step
ahead of the convergence of the front and back office by enabling
CMOs to transform their operating models and capitalize on the
growth opportunity ahead of them.”
Key targets for the new center include chief marketing officers
and other marketing executives, many of whom are struggling to meet
the rapidly evolving needs of consumers. In fact, recent research
from Accenture found while only one-sixth (17%) of nearly 1,000
CMOs surveyed know how to transform their operating models to
deliver hyper-relevant customer experiences at a global scale,
organizations that do deliver such experiences generate shareholder
returns 11% higher than those of their industry peers.
Beyond the Mumbai location, the global experience activation
network includes similar centers in Turin, Italy; Malaga, Spain;
Warsaw, Poland; Dalian, China; and Costa Rica. These centers are
connected to more than 100 Accenture locations worldwide to
seamlessly bring the best of the company’s investments in
innovation to clients anywhere in the world.
In addition, the experience activation network is among the
world’s largest concentration of marketing activation experts,
bringing together tens of thousands of professionals worldwide that
include data scientists, graphic designers, platform practitioners,
content production specialists, programmatic experts and ecommerce
experts.
“We have built a model for a new generation of marketers who
must deliver a meaningful and connected customer experience across
all touchpoints and channels,” said Nikki Mendonça, president of
Accenture Interactive Operations. “Our experience activation
network powers a marketing-led growth agenda by harnessing all the
skills, assets and capabilities our clients need to activate,
operate and scale customer experiences with greater speed, scale
and agility.”
The experience activation network will take full advantage of
the latest managed services from Accenture Interactive Operations,
which include:
- Next-generation content services to amplify content at scale
and drive dynamic personalized experiences using the latest
techniques and technologies.
- Digital marketing services to activate digital channels
dynamically to grow marketing-led revenue, using proprietary
algorithms and machine-learning intelligence, and deliver
personalized, seamless brand experiences.
- Programmatic media services to drive growth by executing
multi-platform paid media activity programmatically and with full
transparency to improve top and bottom-line results.
- eCommerce services to boost digital sales by enabling customers
to discover what they want, find what they are searching for, and
buy what they want the way they want it.
About Accenture
Accenture is a leading global professional services company,
providing a broad range of services and solutions in strategy,
consulting, digital, technology and operations. Combining unmatched
experience and specialized skills across more than 40 industries
and all business functions — underpinned by the world’s largest
delivery network — Accenture works at the intersection of business
and technology to help clients improve their performance and create
sustainable value for their stakeholders. With 482,000 people
serving clients in more than 120 countries, Accenture drives
innovation to improve the way the world works and lives. Visit us
at www.accenture.com.
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Jenn Francis Accenture +1 630 338 6426
jennifer.francis@accenture.com
Accenture (NYSE:ACN)
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