Karmarama

Karmarama operates as a London-based creative agency, which since its acquisition in November 2016, is part of Accenture Interactive. The company was established in May 2000 by Naresh Ramchandani and Dave Buonaguidi, two seasoned advertising professionals who had previously collaborated at HHCL and were instrumental in launching the advertising co-operative St. Luke's. Their shared history includes creative director roles at the London office of Chiat/Day and, for Buonaguidi, a stint as Creative Director of Channel 4 before reuniting to form Karmarama.

The agency's business model is centered on providing integrated creative and communication services without the traditional departmental silos that often segregate digital, mobile, and social specialisms. Instead, Karmarama forms bespoke teams of specialists, including creatives, digital strategists, and data practitioners, tailored to specific client needs. This approach allows the firm to develop advertising campaigns, data-driven content, and mobile platforms designed to create immersive consumer experiences. The firm generates revenue by delivering these comprehensive services to a high-profile client roster that has included brands such as the BBC, Honda, Unilever, Just Eat, Iceland, and Confused.com.

A significant milestone in the company's trajectory was its acquisition by Accenture, a move that integrated Karmarama into what was described as the world's largest digital agency. This transaction was designed to bolster Accenture Interactive's capacity to deliver end-to-end customer experience transformation, from initial insights and creative conception to omnichannel delivery. The deal allowed Karmarama to retain its key leadership, who also assumed broader roles within Accenture Interactive, while gaining access to international markets and global brands. Before this, the firm had already expanded its capabilities through strategic moves, including receiving investment from Phoenix Equity Partners in 2011, acquiring the Crayon group in 2012, and purchasing mobile specialist Nice Agency in 2014.

Keywords: creative agency, advertising campaigns, Accenture Interactive, digital marketing, brand strategy, customer experience, data-driven content, mobile platforms, communications services, omnichannel marketing, consumer engagement, brand engagement, London advertising, Naresh Ramchandani, Dave Buonaguidi, media campaigns, creative services, digital strategists, data practitioners, client-centric teams