CDP and Pricewaterhouse-Coopers, the management consultancy, have
formed an alliance to provide a one-stop-shop service for UK companies
looking to build businesses on the internet.
The venture is the first of its kind in the UK but is seen as the shape
of things to come as advertising agencies combine their knowledge of
brands and marketing with the business skills and services of management
The venture, to be known as Determinet, will be led by PWC, with
Microsoft and Sun Microsystems also joining the alliance as software and
hardware technology partners.
PWC was attracted to CDP because of the global reach of its parent
company, Dentsu. The deal is initially UK-only, but CDP and PWC are
known to be discussing expanding the idea into Europe.
Determinet is being set up to provide services to both existing ’bricks
and mortar’ companies looking to deve-lop their business electronically
as well as being ready to provide an integrated service to anything from
start-ups to established dotcoms.
Chris MacLeod, chief executive of CDP, said: ’Effective branding is one
of the most important elements of a successful e-commerce venture and
this alliance allows us to be involved right from the very start of the
process. For clients it means they get something relevant rather than
The announcement comes against a background of long- standing industry
fears that ad agencies were losing their place beside the client to
According to Robin Tye, UK e-business consulting leader at PWC, the deal
brings together everything clients need: ’The market is awash with
technologists, web developers, consultants and advertising agencies all
vying for a share of the internet market. Our clients need a solution
that combines creativity and branding know-how with technological