Accenture Song boosts CRM with Unlimited deal

18 April 2024 Consultancy.uk 2 min. read
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Accenture has acquired customer engagement agency Unlimited for an undisclosed fee. Their 600-strong team will join Accenture Song in the UK, and will enhance the creative agency’s offerings in the behavioural science, customer relevance and marketing transformation spaces.

Chris Mellish, CEO Unlimited Group said, “To be joining such an ambitious and forward-thinking strategic organisation is a massive moment for us. We have found a home where both our people and our clients can continue to thrive in an organisation that has its eye towards shaping the future of our industry. We can’t wait to see the positive impact we’ll be able to make on our clients together.”

Founded in 2001, Unlimited is a creative agency, focused on deploying customer engagement strategies to deliver improved sales conversions. Headquartered in London, with additional locations in Bristol, Winchester and Reading, Unlimited has nearly 600 employees, across its divisions: TMW, Walnut, Health Unlimited and Nelson Bostock.

Accenture Song boosts CRM with Unlimited deal

Unlimited uses data, and its Human Understanding Lab & AI-powered digital insights platform LUCA, to help improve the understanding of human behaviour among its clients. This attracted the attention of Accenture’s creative agency – Accenture Song – which over the last decade has built the world’s largest creative group through a sustained campaign of acquisitions.

According to a release from Accenture, the acquisition will enhance Accenture Song’s ability to “scale its offerings and unlock greater value from generative AI”. In particular, the firm cited Unlimited’s “deep expertise in behavioural science, customer strategy and CRM activation” as a driving force behind the deal, and one which would boost its own capabilities to “drive marketing transformation, relevance, and growth for its clients.”

Sohel Aziz, UK, Ireland and Africa lead, Accenture Song said, “We’re delighted to welcome Unlimited into Accenture Song. We have a shared vision for the future of CRM combined with the power of generative AI to enable the delivery of ever more relevant and impactful customer experience. Our values are wholly aligned, and we look forward to creating value and growth for our clients together.”

Unlimited’s staff will join Accenture Song’s UK team aligned to the marketing practice under its UK, Ireland and Africa leader leader Bill Scott. It joins a growing list of continued investments by Accenture Song to drive growth for its clients, including the acquisitions of Udacity, The Storytellers, Mindcurv, Fiftyfive5 and The Stable.