Phil Fersht, CEO of HFS Research, said Indian heritage IT services firms have barely acquired more than a handful of digital creative agencies between them, while Accenture Song comprises more than 40 significant agency investments. “The problem with most Indian firms in creative digital is to acquire only a veneer of capability and hope to channel a lot of bread-and-butter IT work as a result with limited client inroads. Accenture Song has a huge network of CMOs which means they can sell many strategic engagements at that level, while most of the Indian firms are left vying for less strategic business at junior levels within clients.”
Melissa O’Brien, research leader at HFS Research, said, “Speaking with executives making these creative and martech buying decisions, we frequently hear that Accenture is the top choice due to sheer scale, where large companies with massive volumes of creative assets (such as retail/CPG) demand a partner with vast resources. Infosys has put these capabilities under the WongDoody brand and seems very serious about becoming a challenger brand to Song but struggles with mindshare and scale.”
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