Amy Gilmore joins strategy consultancy Untangld as partner
Untngld has welcomed strategy expert Amy Gilmore as a new partner. Gilmore joins after helming strategy at Accenture Song for the last five years.
Emily Gray, a founding partner at Untangld, said, "From the moment I met Amy, I knew she’d thrive at Untangld. She brings an infectious energy, deep empathy, and is undoubtedly one of the sharpest strategic minds in the industry today. Amy isn’t just whip smart. She’s a true collaborator. And that’s essential here, where the challenges are messy and the work is genuinely cross-disciplinary. We need thinkers who aren’t afraid to apply strategic principles to new and novel problems."
The move comes with Untangld "five years into our journey", and growing fast. The company, which was first launched in Australia in 2020 by Danish Chan, Jamal Cassim and James Needham, later launching a London office in 2023 thanks to Gray. Current clients include Warner Music Group, Aviva, Substantial Group and Salesforce.
Looking ahead, the firm is looking to expand across the strategy spectrum, from innovation to audience tooling to change management. According to Gray, Gilmore will play "a vital role in making sure our quality scales with our growth."
Gilmore arrives after five years as head of strategy at Accenture’s famous creative agency, Accenture Song. She also served as head of strategy at Karmarama, before Accenture Song absorbed it as part of its formative acquisition campaign. Notable projects include leading the strategy for the multi-award winning British Army recruitment campaign over the past five years.
In her new role, she will work alongside Untangld’s global team to drive evidence-based strategy and rapidly bring new thinking to life through prototyping. Gilmore will also work to spearhead growth across Europe, scaling the business as well as putting into action the company’s evolved effectiveness practice and its ‘strategy in action’ philosophy.
Commenting on her new career chapter, Gilmore added, "Untangld is a rare thing; a thoroughly modern and progressive business of laser sharp thinkers, tackling the meatiest of challenges facing marketers today. And all with a spirit of optimism and integrity. I can’t wait to play my part in the next chapter of growth across the UK and Europe, working alongside such a lovely, inspiring bunch of people."
Accenture Song
The news comes as widespread changes continue to sweep the ranks of Accenture Song. The consulting giant has seen better-than-expected quarterly revenue figures, and an increase in its annual forecasts - but the optimism from that has been eclipsed by a second straight drop in quarterly new bookings - partially driven by a key cutback in US government spending on consulting services, alongside wider economic uncertainty.
Amid this, Accenture Song has been integrated into a new Reinvention Services unit, to simplify some of its inner functions. This has also coincided with a string of senior team members leaving their positions within the company.
