Accenture to Buy Acquity for $316 Million

May 18 (Bloomberg) -- Accenture Plc, the world’s second-largest technology-consulting company, said it will buy Acquity Group Ltd. for $316 million to add tools for digital marketing.

The offer of $13 a share is more than double Acquity’s closing price yesterday of $5.96. The acquisition would help Accenture boost sales to clients’ marketing divisions, the company said in a statement yesterday. Acquity had $141 million in revenue in 2012.

Acquity, based in Hong Kong, would be combined with Accenture Interactive, a division started four years ago to cater to chief marketing officers’ need to measure performance and develop Internet plans.

“It’s a very important strategic initiative for Accenture to be delivering to the CMO,” said Glen Hartman, who runs the interactive division, in an interview. “The CMO may even help pace technology spending in the next five years. Our clients asked us to get into this business.”

Accenture, incorporated in Dublin, gained 2 percent to $82.24 yesterday in New York. The shares have gained 24 percent this year.

To contact the reporter on this story: Sarah Frier in New York at sfrier1@bloomberg.net

To contact the editor responsible for this story: Nick Turner at nturner7@bloomberg.net