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Seeing Red: ICA Critical Of Accenture’s Programmatic Ad Buying – “it’s double-dealing”


The Institute of Communication Agencies, the professional business association representing Canada’s communication and advertising agencies, responded today on behalf of its membership to news about Accenture Interactive’s launch of a Programmatic Services unit.
 
The ICA joins a chorus of voices around the world, including the IPA (Institute of Practitioners in Advertising) in the UK and the 4As in the USA, who believe Accenture’s big step into the agency space is incompatible with its core business as a media auditor, and is calling on Canadian marketers to be extremely wary. 
 
“Accenture’s move to open a digital ad buying division isn’t a shot across the bow of media agencies. Rather it’s an explosive conflict of interest; it’s double dealing,” says Scott Knox, president and CEO of the ICA.


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