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Accenture Interactive names first global creative chief to sharpen brand-building offer

Accenture Interactive names first global creative chief to sharpen brand-building offer
Written by publishing team

Diving Brief:

  • Accenture Interactive has named Neil Heyman as its first global chief creative officer (CCO), according to news shared in an email with Marketing Dive.
  • Joining Publicis Groupe’s Le Truc Accenture Marketing Services unit, Heyman will take up his role in mid-February 2022. He is tasked with amplifying the creative focus across branding and creative agencies at Accenture Interactive. Heymann was a founding partner of Le Truc, New York store unveiled in February Which brings together creative and production talents from Publicis, Digitas, Razorfish, Rokkan, Saatchi & Saatchi and Publicis Media.
  • Prior to his brief stint with Le Truc, Heyman served as CEO of Droga5, which was acquired by Accenture Interactive in 2019. This move reunited him with the agency of the same name, David Droga, who was Make Accenture Interactive CEO and Creative Chairman in August. It’s another sign that Accenture Interactive, now one of the world’s largest digital agency networks, wants to hone its brand-building skills after years of investing in tech expertise.

Diving Insight:

When Droga5 was acquired by Accenture Interactive two years ago, the deal was seen as an important bet that more creative knowledge would prove critical for future growth. Heymann’s appointment as the network’s first CCO — a bit of news that closely follows David Droga’s rise to CEO — lends additional credence to this theory, all during an intense marketing turnaround.

Large-scale marketing services investments have shifted to the technology end of business in recent years, with the pandemic accelerating needs around areas such as e-commerce and performance media. Meanwhile, data-driven capabilities continue to receive a premium as marketers grapple with Apple’s changes in user tracking and the pending suspension of third-party cookies. Given these trends, traditional creative agencies have lost some of their favour, and have even seen client lists dwindle (before it was picked up, Droga5 underwent several rounds of layoffs).

Accenture Interactive has built its reputation with a robust approach to mergers and acquisitions that has helped strengthen its advisory backbone and focus on technology integration. Creativity and brand building have been more associated with traditional ad groups, but the network’s recent investments have been an attempt to bridge this gap and provide a more holistic strategy.

Heymann has over 20 years of experience in the business and has helped design campaigns like discreet challenge labToyota launches Mirai Huggies rebranding. Diaper marketing owner Kimberly-Clark was one of the first major customers to sign with Droga5 after the Accenture acquisition.

Accenture Interactive continued to add to its roster of customers in 2021 with the addition of Jaguar Land Rover, Petco, L’Oréal Middle East and Molson Coors. There were some bumps in the road as well. Accenture Interactive was left out of a closely watched Coca-Cola agency review earlier this year, with agency executives citing the decision due to its lack of international access, Ad age reported. WPP came out on top.

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