NEWS4 March 2024

Accenture buys Australian martech business

Asia Pacific M&A News Technology

AUSTRALIA – Accenture has acquired Melbourne-based marketing technology consultancy The Lumery to expand Accenture Song in Australia.

view of melbourne, australia, including buildings and bridge

Founded in 2017, The Lumery offers industry and platform consulting services, including marketing advisory, planning, and implementation across technology stacks. It works with clients in sectors including consumer goods and services, financial services and the public sector.

The deal will strengthen the marketing transformation capabilities of Accenture Song, Accenture’s creative agency, and expand its offer in Australia, including personalisation, CRM and loyalty, testing and experimentation and automation.

The Lumery’s team of around 80 people across three offices in Melbourne, Sydney and Bengaluru, India, will join the marketing practice of Accenture Song.

The financial terms of the transaction were not disclosed.

Mark Green, Australia and New Zealand lead at Accenture Song, said: “There is great interest in using tech to understand Australian customers more deeply and to streamline, enhance and transform marketing and sales efforts, especially with the rise of generative AI. 

“The Lumery stands out for its distinct ability to help clients navigate the constantly changing and fragmented customer experience with its considered approach that integrates software, data and analytics.”

Rajan Kumar, co-founder and chief executive, The Lumery, said: “Joining Accenture Song is a monumental step in our journey forward as we scale our expertise globally and, together, help more businesses connect with their customers and drive tangible business outcomes.”

Accenture also Australian customer insights and advisory business Fiftyfive5 in late 2022. Other recent deals include the purchase of Thai digital creative agency Rabbit’s Tale, and Accenture has also agreed to buy Bulgarian customer experience analytics company GemSeek.

Peter Burns, who leads Accenture’s business in Australia and New Zealand, added that the deal would “help expand our Australian practice to lead clients further on their path of sustained relevance”.