In the U.S., Latin America, Asia, and Europe CreativeDrive’s network include more than 150 studios. The company’s client roster includes Estée Lauder, Michael Kors, and Walmart. It was founded in 2015. New York-based CreativeDrive has 700 employees and more than 400,000 square feet of studio space.

Brian Whipple, CEO of Accenture Interactive, in a statement, said, “The acquisition of CreativeDrive is an investment in our clients and their future success — positioning us even more strongly to help them rise to this challenge and create a content revolution in a creative, cost-effective and agile manner.”

David Clark, chief marketing officer of JEGI Clarity, an investment bank which advised on the CreativeDrive deal, said: “CreativeDrive is a challenger to the traditional agency model. Unlike other production firms who work with larger agencies (or within, for example, WPP’s Hogarth), CreativeDrive’s relationships are ‘direct-to-client’.”

There is a big opportunity because of the “high-volume, high-velocity creative production needs of large, multi-brand marketers – across logos, products, geographies, seasons, image types and distribution points – through a single relationship and on a single platform”, he said, adding “the cost and process efficiencies involved here are enormous”.

Creative Drive’s “really smart meta-tagging of digital marketing assets” also helps with “production automation, personalization and performance tracking”, which was attractive to Accenture Interactive as it can be used “in concert” with the consulting firm’s other capabilities such as programmatic and artificial intelligence, according to Clark.

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90% of consumers have changed their lifestyle, work, and shopping habits to match the current scenario. They are opting for local shops and safe online shopping. The survey was conducted among 4500 consumers and their first preference is given to health and sanitary products as people have become more health-conscious recently.

Anurag Gupta, Managing Director and Lead – Strategy & Consulting, Accenture in India said, “The pandemic has taken a toll on brand loyalty and as consumers make more socially and environmentally sustainable and healthy choices, consumer goods companies must tailor their offerings accordingly and refresh their brand promise to meet these new requirements. They will also need to explore ways to rebuild consumer confidence frayed by the pandemic – proof of good hygiene and safety is becoming a key part of brands’ ability to retain shoppers’ trust. Brands also need to look at ways to tap into the opportunities resulting from the demand for local and the emergence of the home as the new hub.”

74% are getting goods from local shops and 75% are becoming more conscious about the cost they spend on the products they buy. 48% have increased their health and sanitary goods purchase and 34% of people plan to work from home even after the pandemic gets over. Social media usage has increased to 75% and 70% of people are much into OTT platforms.

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