Accenture Song hires Melody Meacher-Jones as social lead

29 August 2023 Consultancy.uk 2 min. read
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As Accenture Song rolls out its new Social Song offering, it has installed a new social and influencer head. Melody Meacher-Jones joins from branding and marketing advisory McCann.

First launched by IT consulting giant Accenture in 2009, the brand initially named Accenture Interactive is an “experience agency” – setting itself apart from other agencies in the design and marketing space by leveraging the might of the wider firm’s global capabilities, to provide data-driven, holistic analysis of its work. The organisation rebranded as Accenture Song in 2022, as it sought to unite more than 40 acquired agencies under one distinct brand.

As head of Accenture Song’s social and influencer department, Meacher-Jones will lead the firm’s new offering ‘Song Social’. The team aims assists clients as they seek to navigate major changes in the social media and influencing landscape, following the advent of the cost-of-living crisis.

Accenture Song hires Melody Meacher-Jones as social lead

Recent research by Accenture Song found that flashy and unattainable influencer content was quickly losing its grip on the British public, particularly among young people. Having surveyed 2,000 UK consumers, the study found that 24% of respondents aged 25-34 years old and 19% of those aged 16-24 had unfollowed accounts that they felt presented a lifestyle that wasn’t relatable to them, citing overly aspirational content as feeling out of touch with their reality.

Speaking on her new role with Accenture Song in a LinkedIn post, Meacher-Jones noted, “The marketing landscape is going through one of the biggest shake-ups in its history. Social media is no longer the new kid on the block, and its powerful effects on brands are proven. However, we’re now faced with a new challenge. In a world of endless posts and pings, consumers only have time for the most meaningful conversations, and as they reset their social circles, brands are moving further away from their customers.”

Meacher-Jones brings eight years of corporate social media experience to Accenture Song. Having spent three years as a social media manager for the beverages sector of Nestlé, they spent a further year as the social media lead of Lidl – where they first met Accenture Song's co-CEOs, Zoe Eagle and Will Hodge.

“Since then, I’ve been in awe of the agency’s progressive creative abilities and modern approach to connecting consumers with brands,” Meacher-Jones added. “When they approached me to join the agency, saying yes was a no-brainer! The timing of Song Social’s launch couldn’t be better, and I can’t wait to share what we have in store in the coming weeks.”

They spent the last year with professional services firm McCann. As a social media director, Meacher-Jones was a new business lead, delivering global toolkits and assets to clients and helping deploy them to local markets.