Accenture’s acquisition of Meredith Xcelerated Marketing


Kirkland & Ellis LLP advised Accenture (NYSE: ACN) on its acquisition of Meredith Xcelerated Marketing

Accenture (NYSE: ACN) has entered into an agreement to acquire New York-based digital agency, Meredith Xcelerated Marketing (MXM), a content-focused leader in integrated marketing, cross-channel strategy development and creative execution. The acquisition will bolster the capabilities of Accenture Interactive in creative services, data-led marketing execution, content strategy and digital marketing.

MXM has superior data and analytics skills, combined with award-winning content creation and strong customer engagement capabilities in direct-to-consumer marketing, particularly in the automotive, consumer brands and financial services industries. Its client roster boasts some highly recognized brands including, Barilla, Bob Evans Restaurants, Kraft Heinz, Lowe’s, Volkswagen and WebMD. MXM has broad experience bringing together high-performing content, customer data, marketing strategy and creative development to drive business impact for its clients.

Owned by Meredith Corporation – one of the leading media companies in the United States – MXM employs more than 450 people across the U.S. and Canada. Most notably, MXM has a strong team of creative professionals, technologists, and performance marketing professionals delivering digital excellence to clients. The acquisition will expand Accenture Interactive’s studio locations in key U.S. markets including, Dallas, Des Moines, Detroit, Los Angeles, New York and Washington D.C.

The award-winning digital marketing agency has been working with leading brands for almost 50 years and possesses a strong combination of insightful strategy, creative and technology prowess. Over the last five years, MXM has won 27 Content Council Awards and a Gold Effie Award for its work with the FDA. Additionally, it was awarded Content Marketing Agency of the Year by the Content Marketing Institute and has been recognized by Forrester and Gartner for its digital and content capabilities.

Accenture PLC provides management and technology consulting services and solutions. The company, led by Pierre Nanterme, David P Rowland and Johan G Deblaere, in 2017 recorded $37 Billion Revenues.

The Kirkland team was led by corporate partner Ravi Agarwal (Picture) and associates Megan Spelman and Zach Dann; technology & IP transactions partner Aaron Lorber; and tax partner Sara Zablotney and associate Meg Dewar.

Involved fees earner: Ravi Agarwal – Kirkland & Ellis; Megan Ward Spelman – Kirkland & Ellis; Zach Dann – Kirkland & Ellis; Aaron Lorber – Kirkland & Ellis; Sara Zablotney – Kirkland & Ellis; Margaret Dewar – Kirkland & Ellis;

Law Firms: Kirkland & Ellis;

Clients: Accenture;