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Accenture Snaps Up Brazilian Content Marketing Agency, New Content

Global IT consultancy firm Accenture has reached a deal to acquire a Brazilian content marketing agency, New Content, in a bid to bolster the operations of its digital marketing arm, Accenture Interactive, in Latin America.

The financial terms of the transaction were not disclosed. New Content, founded in 2007, is a ‘content influencer’ in the Brazilian market, according to Accenture.

New Content offers ‘strategic content’ crucial for businesses to maximize the return on their investment.

The Brazilian company has several awards, including Cannes Lions, Caboré and the Content Marketing Awards, which crowned New Content as its 2015 “Agency of the Year.”

Sao Paulo-based New Content has employed more than 200 professionals, with its clients including the likes of Electrolux, LATAM, and Natura. It claims to help businesses with all aspects of the content life cycle – from content strategy, creation and production to the underlying technology, governance, and content operations.

“We believe that engaging, meaningful content is a strategic foundation of marketing today and one of the most effective ways to connect people and brands,” said Anatoly Roytman, head of Accenture Interactive in Europe, Africa, Middle East and Latin America.

New Content will be soon be folded into Interactive, but the top executives of the Brazilian firm – including Giovanni Rivetti, Edoardo Rivetti, Beto Féres, and Raphael Alcântara – will continue in their roles and assume additional responsibilities.

This is Accenture’s second major purchase in the content marketing industry, having bought Meredith Xcelerated Marketing in March this year. MXM is also a content-focused agency, offering integrated marketing services, cross-channel strategy development and creative execution.

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“Our clients are under pressure to produce more content, with greater speed, efficiencies and scale. New Content’s capabilities will help strengthen Accenture Interactive’s differentiated model and help meet client demand for a more content-led experience approach,” said Eduardo Bicudo, head of Accenture Interactive in Latin America.

Narayan Ammachchi

News Editor for Nearshore Americas, Narayan Ammachchi is a career journalist with a decade of experience in politics and international business. He works out of his base in the Indian Silicon City of Bangalore.

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