Following the acquisition of Accordant in May 2017, Dentsu Aegis Network has announced the customer experience agency will be joining Isobar Group Australia & New Zealand.

This strategic alignment, named ‘Accordant, Linked by Isobar’, continues to build out Isobar Group offering, developing digital specialisation across data, creativity, design, technology, and personalisation.

Launched in 2014, Accordant uses data and technology to personalise and optimise the customer experience, and is the first agency to receive the title ‘Adobe Target Specialisation Partner’ globally.

With the establishment of Accordant, Linked by Isobar, Isobar Group ANZ now includes WiTH Collective, Soap and SMG Studio, Accordant and New Zealand based Little Giant, all of which have adopted the ‘Linked by Isobar’ suffix.

Accordant co-founder and CEO Stephen Knowles (pictured above, right) said: “As CMOs engage with their customers via true digital experiences and stray away from more conventional advertising models, our combined offering and proven wins will enable them to achieve their objectives.

“We believe the Isobar Group brings together the best of the best to deliver actionable ideas for sustainable competitive advantage. It made complete sense for us as both a reflection of our people as well as the value of the work to join the family.”

Isobar Group ANZ chief executive Konrad Spilva said: “The Isobar Group is committed to embracing deep specialisation across digital transformation. We don’t try and be a single entity; we know where our strengths lie and defer to others in the group where appropriate.

“Accordant adds the missing ingredient with Isobar Group to truly become a leading digital group offering end to end solutions across creativity, design, technology and personalisation.”

Dentsu Aegis Network ANZ boss Simon Ryan said: “The strategic alignment of Accordant builds on our capability across digital and customer experience, and adds significant expertise as we help our clients navigate the digital economy.