Capgemini strengthens its creative consultancy services by acquiring 23red

Capgemini has acquired 23red, a UK-based creative agency. This is the consultancy giant’s second creative acquisition after buying Rufus Leonard.

23red specialises in developing brands and campaigns that change behaviour for the better and have a positive impact on people’s lives. The transaction was signed and closed on November 17.

With this move, Capgemini has strengthened its creative strength and joined Deloitte and Accenture which are expanding their creative capabilities.

23red helps businesses, charities and the government to shift the behaviour of their audiences. In a press statement, Capgemini said, “Based in London, its team of experts deliver projects for clients, including the UK Government, that focus on immediate actions to drive long-term change. They conduct work that engages audiences through the most relevant channels, close to the point of purchase, influence or change.”

The 23red team will join frog in the UK, a creative consultancy, part of Capgemini Invent.

“Clients in the public and 3rd sectors are increasingly relying on the use of data insights and digital technologies to truly engage their target audiences. This is particularly pertinent for public information, societal and charity communication campaigns,” said Cyril Garcia, CEO of Capgemini Invent and Group Executive Board Member.

Garcia further said, “23red’s capacity and competencies in this space will help our UK team to meet the increasing demand for our sustainability and purpose-driven customer-first services, which are also a key growth area for the Group. I am delighted to welcome them to Capgemini.”

Jane Asscher, CEO and Co-Founder of 23red, commented, “As a purpose-driven organisation, we felt that our values and culture were closely aligned to those of the Capgemini Group. This was a key consideration for us. Capgemini’s global scale and breadth of industry expertise will bring great added value to our clients in the public and 3rd sectors. We are excited about the range of services that the Group provides to numerous global brands and the amazing career opportunities that this will also bring for our team members.”

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