NEWS30 November 2023

Accenture acquires Thai digital experience agency

Asia Pacific M&A Media News

THAILAND – Professional services business Accenture has agreed to acquire Bangkok-based creative and digital experience agency Rabbit’s Tale for an undisclosed amount, subject to closing conditions.


The acquisition will strengthen Accenture’s creative, digital and data capabilities in the region, in particular Accenture Song, the firm’s technology-driven creative group.

Founded in 2010, Rabbit’s Tale focuses on digital customer experience tools, including retail experiences, customer relationship management, loyalty programmes, personalised marketing and digital platform development.

Rabbit’s Tale has around 120 employees across advertising, data and interactive, and customer experience who will join Accenture Song in Thailand.

Zero Publishing Ltd and Rabbit’s Tale Public Relations are not part of the acquisition and will continue as independent businesses, with Rabbit’s Tale Public Relations rebranded as Moonshot Digital Ltd.

Rabbit’s Tale is the third acquisition that Accenture Song has made in southeast Asia after Romp and Entropia, with other global acquisitions made by Accenture recently including ConcentricLife, Fiftyfive5 and The Stable.

Sunard Thanasanaksorn, chief executive at Rabbit’s Tale, said: “To combine unconventional creativity and breakthrough technology to solve our clients’ problems have always been our aspiration.

“We are thrilled that our next chapter of growth will be with Accenture Song, where its industry-leading position and creativity-led approach backed by data and technology has helped businesses across industries set new benchmarks.”

Patama Chantaruck, country managing director, Thailand at Accenture, said: “This acquisition will help Accenture empower local businesses and nurture homegrown talent to create meaningful and highly personalised digital experiences that cater to the unique needs and preferences of the local market.

“Our combined talent and expertise will propel Thailand as a thriving hub of technological advancement and digital innovation in the region.”

Thomas Mouritzen, southeast Asia lead at Accenture Song, added: “Rabbit’s Tale will add more firepower to Accenture Song’s regional market excellence and business strategy, leveraging data, innovation, and creativity.

“This reaffirms our unwavering investment and commitment in southeast Asia, enhancing our offerings, capabilities and talent base to help clients achieve tangible outcomes in their brand, marketing and experience transformation journeys.”