The deal will see Fiftyfive5 become part of Accenture Song, formerly known as Accenture Interactive, and help expand its data insights and performance marketing capabilities in Australia and New Zealand.

Fiftyfive5 was founded in 2010 and employs more than 200 people across Australia, New Zealand, Singapore and London, all of whom will join Accenture Song as part of the acquisition.

Accenture Song said the acquisition was part of a strategy to deepen its capabilities in product innovation, commerce, marketing, sales and service.

Mark Sundquist, managing partner at Fiftyfive5, said: “We have a shared belief in the importance of customer insight and intelligence to underpin strategy, creativity and execution to fuel growth for our clients.

“Joining Accenture Song creates an exciting new opportunity for our team and the chance to deliver greater commercial impact for clients given the enhanced range of capability we can bring to the table.”

Mark Green, Australia and New Zealand lead at Accenture Song, said: “Fiftyfive5’s addition is timely. The team boasts powerful insights and deep customer understanding, which will significantly enhance Accenture Song’s customer intelligence capability.

“Importantly, Fiftyfive5 brings top talent, and we cannot wait to see what they can add to our growing team.”