Accenture enters the creative agency business with the acquisition of Shackleton

The purchase of this group, whose divisions will continue to operate independently, will allow Accenture to develop and create new digital experiences, interactive and advertising for customers.

The purchase of Shackleton on the part of Accenture, subject to regulatory approval by authorities and whose financial terms have not been disclosed, “It is essential to increase and complement the creative capabilities of Accenture in Spain, Portugal and Latin America”, as noted in their statement.

Once the integration is complete, the staff of the Shackleton advertising and communications group - founded in 2004 by Pablo Alzugaray and Juan Nonzioli, with offices in Madrid, Barcelona and Santiago de Chile-, will work with Accenture Interactive specialists to create new experiences for clients.

In its fifteen years of activity, Shackleton has become the largest independent agency in the Spanish market, with numerous recognitions in the national and international advertising market.

As Juan Pedro Moreno has pointed out, president of Accenture Spain, Portugal and Israel, “We are delighted to welcome these great professionals from Shackleton, with whom we also want to lead the communication and creativity agency business in Spain, and cover all the valuable elements of a memorable experience in the new digital economy”.

For your part, Pablo Alzugaray, CEO and co-founder of Shackleton, recalled the positive progress and consolidation of the company in recent years and the importance of this action: “if we integrated into one of the traditional advertising holdings, we would access more than we already are. Instead, Accenture gives us a lot of what we are not: advanced technology, applied intelligence, cognitive robotics, IoT, extended reality,…all of this will lead us to create brand experiences unknown in conventional advertising”.

The creative director and co-founder of Shackleton, Juan Nozioli, underlines what was said: “It is the end of an exciting stage and the beginning of another exciting one.”. It is a privilege to be part of this project since its birth and this new chapter with Accenture, at this turning point in the communication industry”.

The agreement to acquire Shackleton is part of Accenture's strategy to invest in creative talent in Spain, Portugal and the Latin American region, which adds to its recent acquisitions in Germany (Kolle Rebbe), Denmark (Hjaltelin Stahl) and Holland (Storm Digital).

Shackleton and all his divisions, as creative advertising agency; Buzz & Press, reputation consultant; Datalytics, data analytics consultant, y Public Firm, strategy consultant, political organization and communication, will continue to operate as independent divisions.