Accenture Interactive CEO wants to create a different kind of agency

Accenture Interactive, a marketing-focused arm of consulting firm Accenture, believes it is building a different type of agency than the legacy models that pervade the industry.

Brian Whipple, the chief executive of Accenture Interactive, draws a sharp distinction between his globe-spanning firm and traditional marketing holding companies like Publicis Groupe, Omnicom Group, and WPP Group.

At first glance, the differences may appear to be semantic in nature, as shown by the broad contours of the business that Accenture Interactive – an arm of consulting firm Accenture – is building: