Fjord’s Accenture-powered evolution and what it reveals about Karmarama’s future and the consultancy’s ambitions

Despite being under a spotlight, the ambition of Accenture Interactive’s grand plan has never really been ‘revealed’. It says it wants to help businesses create ‘brand experiences’, but won’t be drawn on expanding its media capabilities and continues to dance around questions on the threat it really poses to traditional agency groups. Instead, the industry watches closely as telling hires – such as that of Trinity Mirror’s Amir Malik to lead a new