CDP in alliance with PricewaterhouseCoopers

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.

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

consultants.



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

bolted on.’



The announcement comes against a background of long- standing industry

fears that ad agencies were losing their place beside the client to

management consultants.



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

excellence.’



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