This master thesis explores the integration process between Accenture's Industry X and VanBerlo, following the industry trend of big consultancies acquiring creative design agencies to enable transformative work and comprehensive solutions for clients. The research objective of this project is to design a Synergy Creation Approach (SCA) that enhances synergy between Industry X and VanBerlo, leveraging their capabilities to offer end-to-end solutions in joint propositions.

Using the double diamond method in close collaboration with Industry X and VanBerlo employees, the thesis examines the opportunities and challenges for synergy creation. The key findings highlight that a lack of understanding of each other's capabilities hinders synergy creation during business development. The research emphasises the importance of clear understanding and shared vision, preserving design thinking approaches, and incorporating all responsible parties in the process.

To foster synergy through business development, an understanding of client needs and each other’s capabilities is essential. This understanding allows for the identification of opportunities,enabling the proposal of synergy offerings to clients. By building upon each other's work, this collaborative approach delivers greater value to clients.

Based on the Outside-in Framework of Takhtehkar and Rademakers (2020), a Synergy Creation Approach is proposed. This approach guides Industry X’s and VanBerlo's domain leads in creating, validating, and selling synergy offerings. By increasing awareness of each other's capabilities and possible synergy offerings, the tools used during the SCA, such as the Joint Value Proposition workshop, the Synergy Canvas and the Synergy Offering Deck, help identify opportunities for synergy that align with the client's specific needs.

This thesis provides valuable insights through the Synergy Creation Approach, it addresses cases where organisations aspire to achieve synergy but face challenges in leveraging each other's capabilities, as seen in the case of Accenture's Industry X and VanBerlo. The SCA serves as a guiding framework that enhances collaboration between consultancies and design bureaus, enabling them to drive transformative and value-driven solutions for clients.