And Deloitte Digital a few years ago seemed to be on a digital agency acquisition tear.
And a year and a half ago, Publicis Groupe plunked down $3.7 billion for Sapient. “Publicis buying Sapient was a wise thing,” Wieser said. “The consulting part of Sapient is meant to go more closely, head to head, with certain parts of IBM.”
IBM indicated that its spending spree wasn’t a reaction to all of this activity.
“We’ve been in the design space in iX, going back over 20 years,” Papas said. “Unlike some of the other firms we compete against, we have built a world-class capability from the ground up over many years, as opposed to reactions from other folks buying into this space.”
Papas emphasized that IBM has access to unique assets – notably the Watson technologies and data from The Weather Co., whose cloud-based data platform will underpin IBM’s data services and Watson’s Internet-of-Things offerings.
Ultimately, it’s the Weather Co. acquisition – which closed last Friday – that is most significant to IBM as a whole. Its location and weather data will touch multiple units within IBM, not just iX.
The three agencies IBM iX bought – Resource/Ammirati, Aperto and Ecx.io – will keep their names for now and will be fully integrated into IBM iX. Once the acquisitions close, IBM iX will have more than 30 “studios” within its studio network.
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