“As a content evangelist I am constantly asked: why do you keep coming back to content?
Simple – because content fuels virtually everything a marketer touches. All roads lead there.”

Donna Tuths Global Managing Director, Content Services Accenture Interactive

Today organizations are trying to fill the seemingly endless demand to follow their customers across a media landscape. This seems to happen because of digital channels: web, mobile, social media and messaging platforms that have an ability to provide news very quickly. According to the report made by worldwide known global professional services company Accenture, 73% of responding marketers spend more than $50 million only on content management. However, just 45% of them report that they’re confident that content investments will achieve their business objectives. Moreover, a half of respondents said that they have more digital content than they can actually manage effectively.

“The problems marketers are pointing out are symptoms of a broader issue. There is a finite amount of content you can create and manage using current approaches,” said Donna Tuths, global managing director, content services at Accenture Interactive, the agency service within Accenture.

 

In-house Work

Accenture Interactive is the in-house Accenture’s agency that helps the world’s leading brands delight their customers and drive superior marketing performance across the customer experience. Accenture Interactive works with over 28,000 Accenture specialists in serving marketing and digital clients, to offer integrated and industry-driven digital modifications and marketing services.

Research firm and online resource Econsultancy made “Top 100 Digital Agencies” report. It ranks digital agencies based on their earnings. Three companies in top five chart are subsidiaries of consultancies – IBM iX, Accenture Interactive, and Deloitte Digital UK.

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Accenture Interactive offers many agency services: content, commerce, marketing and experience. This hard work pulls in a combined revenue of $3 billion. According to AdAge DataCenter, it’s twice better than had Deloitte Digital, and three times more than PwC Digital had last year. Accenture Interactive’s content practice hires around 5,000 full-time employees and made $600 million in revenue last year.

“No agencies have the breadth of content that we have,” said Tuths. “We are not just focused on promotional content for ad campaigns but also enterprise content for internal communications.”

In June Accenture surprised everyone by opening a 10,000-square-foot content studio in Manhattan’s Soho neighborhood. It gives an opportunity to create various content formats including display, video, email, and TV as well as most recently virtual reality and even 3-D printing.

 

C-suite

Accenture’s focus on content is based on its huge survey, conducted earlier this year. More than 1,000 senior marketers across 14 industries and 17 countries took part in it. Study showed that 90 percent of respondents admit that a company’s C-suite, not agencies, should own its content. What’s more, 83 percent believe that they will produce more content globally over the next two years.

“Our clients spend around $600 million a year on content while agencies only provide maybe $250 million of that content today, so we want to fill the gap with a broader view,” said Tuths during the interview.

The fastest-growing pillar of the content practice is strategy where Accenture works with companies directly on content operating models and global editorial strategy across different channels. Nearly 60 percent of its clients have built their own content studio, so sometimes Accenture helps first-timers build and operate their studio.

Shine Bright Like A Diamond

Accenture plans to create another six similar content studios globally by the end of this year. Tuths believes that will give it a competitive edge over Deloitte and PwC. She admits that Accenture is looking for more innovative investments than traditional-oriented PwC and Deloitte do.

Also Brand Union’s creative director Sam Becker is absolutely sure that agencies shouldn’t feel threatened. They are all channeling their inner management consultant, as well. He notes that now everyone is taking brand and design more seriously than ever. The tricky part for agencies is proving they can go as deeply and insightfully as their clients’ demand.

“I see many of these things as no longer being the domain of agencies,” said Tuths, who worked with such agencies as Ogilvy and Organic prior to joining Accenture. “In a virtual world, you are your content. Consumers have begun to understand that, while many companies are just beginning to.”

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