Accenture Interactive’s Acquisition of INSITUM


Baker McKenzie and Marval, O’Farrell & Mairal advised on the deal

Accenture (NYSE: ACN) has entered into an agreement to acquire INSITUM, a service design and strategic research firm focused on innovation through a human-centered approach. The acquisition will strengthen Accenture Interactive’s position as a leading Experience Agency in the region by expanding the world-class services of its design and innovation unit, Fjord, in Latin America and beyond.

The combination of Fjord and INSITUM will create leading design and innovation capabilities to bolster Accenture Interactive’s ability to design, build and run experiences that transform businesses and improve people’s lives. The move will expand Accenture Interactive’s presence in the rapidly growing Latin American market, especially in Mexico, where INSITUM is headquartered. It will give Fjord a footprint in Argentina, Colombia, Mexico and Peru, while strengthening its existing operations in Brazil by adding strong talent and forward-thinking capabilities to accelerate the value it drives for clients.

For 16 years, INSITUM has been solving key innovation challenges for multinational organizations by combining design thinking methods with behavioral science, ethnographic research and business strategy. As a leading global strategic innovation consultancy, INSITUM has an extensive track record helping large organizations implement user-centered innovation capabilities, envision new products and services, design more relevant experiences and understand human behavior and trends affecting organizations.

INSITUM was founded in 2003 and has more than 200 designers, researchers and strategists across Latin America, Europe and U.S. with headquarters in Mexico City and additional studios in Barcelona, Bogota, Buenos Aires, Chicago, Lima and São Paulo. Its multidisciplinary teams include thought leaders in research, strategy and design who create positive impact for people and organizations, including Bancolombia, BBVA, CEMEX, Grupo Bimbo, Roche and Uber. INSITUM also maintains a network of trusted partners in other parts of the world, giving it the ability to service clients in Africa, Asia-Pacific and Middle East.

In Argentina, Baker McKenzie advised Accenture with Francisco Fernández Rostello (Picture), Cecilia Máspero and Florencia Giacometto.

In Argentina, Marval, O’Farrell & Mairal advised Innovation Consulting Worldwide SL, with Gabriel Gotlib, Santiago Pablo Cruz and Verónica Noelia Ascarrunz Prinzo.

Involved fees earner: Francisco José Fernández Rostello – Baker McKenzie; Cecilia Maspero – Baker McKenzie; Verónica Noelia Ascarrunz Prinzo – Marval, O’Farrell & Mairal; Santiago Pablo Cruz – Marval, O’Farrell & Mairal; Gabriel Gotlib – Marval, O’Farrell & Mairal;

Law Firms: Baker McKenzie; Marval, O’Farrell & Mairal;

Clients: Accenture; Innovation Consulting Worldwide SL;