New Spanish agency brand disappears after being swallowed up by a multinational. Shackleton is renamed Accenture Song after being acquired by the consultancy in 2019. Something similar has already happened with iconic Spanish agencies such as SCPF, Tapsa or Delvico, which were acquired by international groups and soon lost their name.
In the case of Shackleton, its rebranding responds to an international process announced by Accenture a few months ago, whereby all its creative agencies were to be diluted in Accenture Song, with the exception of Droga5, which maintains its identity.
Thus ends a phase that began in 2004, when the agency was founded by creatives Pablo Alzugaray and Juan Nonzioli, who have also recently left the company.
To communicate this important moment, the Shackleton team, made up of more than 180 professionals, wanted to pay tribute to what has been its name since its foundation through “On the road again”. With this campaign, Accenture Song wanted to transmit that “what is really important is not the name, but the work behind the name, the professionals who have made it recognised and that the essence will remain the same”, according to the multinational.
The spot takes us back to the beginning of 2004, where Antonio Montero is seen in his office. The scene begins with the advertiser reading a news item about the birth of Shackleton and trying to pronounce the name correctly, which at the time was almost impossible. From this point on, the spectator witnesses the passage of time and how little by little this complicated name becomes more and more recognised. Until it reaches the present day, when the integration of the agency under the Accenture Song brand is announced.
The film features the participation and collaboration of iconic advertising characters such as Antonio Montero, José Luis Moro, Pablo Torreblanca, Sito and Bitan Franco and other lesser-known protagonists such as clients, journalists, presenters or awards. However, none of the agency’s founders appear in the film.