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Accenture CMO on the metaverse and B2B creativity

Droga’s involvement connects the trouble to Accenture Music, previously referred to as Accenture Interactive, which incorporates its advertising providers and company companies. Kramer labored intently with Droga on the Music rebranding, which concerned consolidating over 40 advertising, communications, and consulting corporations underneath one title and P&L, as she described on the podcast.

Requested if there was any pushback from Accenture-owned businesses about shedding their particular person model names, Kramer mentioned: “The ambition is a shared one. There’s a motive each a type of company leaders got here to Accenture. There was a dream of a giant stage of a bigger power of know-how and enterprise experience to faucet into to make the most important artistic ambitions come to life.”

Kramer, who sits on this yr’s Cannes Lions business-to-business jury, additionally mentioned B2B creativity, which she mentioned is on the rise. Whereas she is prohibited from detailing jury deliberations about probably Cannes-winning campaigns, she mentioned, “a lot of the artistic I’m seeing to date you would not know it’s B2B,” including, “it’s actually good, complicated however artistic campaigns.”


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