Business
Why Tech Companies Are Buying Ad Agencies
Simone Justiniano analyzes how acquiring creative agencies helps tech companies build trust in B2B.
Tech giants and consultancies acquiring advertising agencies reflects the drive for reputation and customer experience. Simone Justiniano analyzes this B2B M&A trend.
Simone Justiniano, Chief Marketing Officer at Delfia, analyzed the wave of acquisitions of advertising agencies and creative economy firms by tech giants in a conversation with Bruno Gimenes on Marketing - The Podcast. The episode also explores the evolution of B2B marketing leadership.
The consolidation movement brings together businesses with distinct profiles across global and Brazilian markets, such as Globant's acquisition of GUT, Accenture's purchase of Droga5, and recent deals by Nava. In the video above, Justiniano and Bruno discuss the impacts and complexities of integrating technical and creative cultures within the same corporate structure.
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The value of brand and trust in B2B
For Justiniano, the convergence of technology and communications reflects a shift in how branding's role is perceived across corporate sectors. While brand building was once seen as an exclusive priority for consumer-facing markets, the corporate sector has increasingly demanded greater institutional solidity.
According to Justiniano, purchasing decisions in the corporate sector rely directly on the reputation of service providers. "B2B understands that you buy from those you trust. And what makes a client trust you is the brand," she points out. In her view, even while maintaining independent operations and brand identities, these agencies provide the expertise needed to position tech groups in the market.
Communication beyond IT's four walls
Another driving factor behind these acquisitions is the need to translate complex technological investments into clear experience benefits for end users and decision-makers.
Justiniano notes that technical divisions often make massive investments in infrastructure and innovation—such as Pix's uninterrupted operation at financial institutions like Itaú—yet struggle to communicate that value externally. "Perhaps by acquiring marketing or communications firms, you also bring that skill set in-house to deliver the best customer experience," she highlights.
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