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Following the acquisition of data-driven customer experience agency Accordant in May of last year, Dentsu Aegis Network has announced that Accordant will be joining the Isobar Group Australia & New Zealand (ANZ), becoming ‘Accordant, Linked by Isobar’.

This strategic alignment aims to build out the Isobar Group ANZ offering, developing digital specialisation across data, creativity, design, technology and personalisation.

Accordant co-founder and chief executive, Stephen Knowles, said: “As chief marketing officers engage with their customers via true digital experiences and stray away from more conventional advertising models, our combined offering 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.”

Konrad Spilva, chief executive Isobar Group ANZ, 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.”

Isobar’s global chief executive, Jean Lin, added: “Accordant’s strong and proven success as an Adobe specialist agency is a great addition to Isobar’s strategic and digital transformation offering. We both believe that a global mindset with local insights is a platform for great work. We are excited to bring Accordant into our borderless and growing global agency.”

With the establishment of Accordant, Linked by Isobar, the 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.