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Accenture is significantly boosting its content marketing chops with the MXM deal while Meredith continues to streamline its operations to focus on several content areas. More specifically, MXM brings deep experience in custom content development and deployment, helping Accenture to broaden its content marketing capabilities at a time when content marketing continues grow, in part because traditional ads have lost of their power with consumers. The deals pair two like-minded businesses committed to leveraging data and content to reach consumers in ways. Over the past few years, Accenture has acquired dozens of agencies to expand its offerings.
In one recent example, the company acquired Mackevision, a German 3-D enabled and immersive content producer to grow its visualization capabilities. Consultancies like Accenture and Deloitte have been gaining a foothold in the marketing industry and posing a threat to traditional agencies that don’t have the depth of experience in digital. However, many in the industry dismiss the impact that consultancies are having on traditional ad agencies.
For MXM, joining forces with Accenture will give the digital agency a “home” where it can offer single-sourced, integrated solutions, giving both companies a competitive advantage, Georgine Anton, MXM president, said in a statement. MXM has been a major success for Meredith, but since acquiring Time Inc. in January, the publishing company has been restructuring and selling off parts of the business.
Meredith has been exploring the sale of key magazine titles including Time, Fortune, Money and Sports Illustrated, Reuters reported. The company also announced significant layoffs and restructured its ad sales operations to allow sales teams to sell based on broad categories, like automotive or technology, across multiple brands, or pitch specific magazine brands, per Business Insider. Read more from marketingdive.com…
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