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The acquisition, which is expected to close within 30 to 60 days, will mean the media auditing company will be absorbed into Accenture's Marketing Sciences arm.

Media Audits has been reported to be in sale talks since September, following a turbulent period for the auditor, which has seen its UK office increasingly under pressure from rival Billetts. It has also lost the lucrative COI Communications auditing brief.

In addition, Pip Hainsworth, Media Audits UK's managing director, left the company in May after less than a year in the job.

Jeffery Merrihue, who leads Accenture's Marketing Sciences practice, will take on the newly created position of chief executive officer of the practice. Julian Spooner, currently CEO of Media Audits, will assume the new role of chief operating officer of Accenture Marketing Sciences.

Media Audits specialises in the measurement of return on investment, with clients including top advertisers in the automotive, leisure, telecommunications and consumer goods sectors.

Merrihue said the acquisition would enable Accenture to more effectively manage its marketing spend. He added: "The fragmentation of communication channels has made it harder and more expensive to reach elusive target audiences. Our expanded Marketing Sciences practice will offer an 'industrial strength' service globally to clients who want to accelerate growth and ensure greater transparency of their marketing investments, in an increasingly cross-border world."

John Billett, chairman of rval media auditor Billetts, welcomed the acquisition: "The entry of the world's leading management consultancy to media auditing is the best endorsement possible of our Media & Marketing performance management offering," he said.

Andy Pearch, chief executive officer of Billetts Media Consulting added: "Accenture's worldwide presence will accelerate this market sector, increasing its visibility.

With our strong global network, in particular our market leading position in the world's largest advertising market, North America, we can only benefit.