Accenture is to acquire independent digital agency Reactive to strengthen its digital marketing and technology services.

Management consulting firm Accenture today announced that it has entered into an agreement to acquire Reactive Media, an independent digital agency headquartered in Melbourne.

Accenture says the acquisition of Reactive, which specialises in apps, ecommerce web sites and social, will strengthen the firm’s digital marketing and technology services.

Reactive’s digital capabilities will be incorporated into the marketing experience services offered through Accenture Interactive, part of Accenture Digital, that include creative design, customer experience, digital production and ecommerce platforms.

Brian Whipple, senior managing director, Accenture Interactive, says demand is growing rapidly for services that integrate creative ideas with design, usability, data-driven customer insights, and technology. “Brands are recognising that being relevant to customers has never depended more on how they engage with customers digitally. The agreement to acquire Reactive demonstrates our continued investment in digital marketing services to better help our clients provide innovative and engaging customer experiences across all channels.”

Founded in 1997, Reactive is one of Australia’s largest independent digital agencies, headquartered in Melbourne with offices in Sydney, London, New York and Auckland. Reactive’s employees will join Accenture Interactive.

Tim O’Neill, managing director and co-founder of Reactive says, “I’m incredibly proud of the team we have built at Reactive. For the last 17 years, we’ve championed the value of technology and design, particularly their ability to transform industries and help organisations strengthen and grow their relationships with customers. By joining Accenture, we will be able to provide our digital services to an even wider range of organisations and provide our existing clients with greater scale and depth of category and industry experience.”

In 2013, Accenture acquired Fjord and Acquity Group, both now part of Accenture Interactive.

Completion of the acquisition is subject to customary closing conditions.

Terms of the transaction were not disclosed.