Since commencing its billion-dollar drive into the lucrative advertising industry, Accenture Interactive has consistently demonstrated its ambition to be the globe's most trusted advisor to chief marketing officers, with a holistic offering that combines its newly added creative capacity with the clout of its established advisory and analytics capabilities. According to Accenture's Interim Chief Executive, this approach saw the firm growing largely organically, at a rate in excess of 20% by 2019, even amid sustained hostility from the advertising industry. The firm's arrival in the sector has not been without controversy, however.