SYDNEY–(BUSINESS WIRE)–Accenture (NYSE: ACN) has acquired Fiftyfive5, a customer insights and advisory business. The move will strengthen Accenture Song’s (formerly Accenture Interactive) ability to help clients tap into data insights and performance marketing to accelerate growth and innovation across Australia and New Zealand.
Recognized by The Research Society Australia and recently named B&T Research Agency of the Year, Fiftyfive5 has a proven track record of delivering strategy driven by customer insight, optimized execution of customer insight and performance measurement for some of the region’s leading brands.
Globally, 95% of C-suite executives say that customers and employees are changing faster than they can change their business, significantly driving the need for new playbook for growth. Accenture Song and Fiftyfive5 share a vision and passion to help brands meet this new reality and capture new opportunities for growth through insight-led strategy and innovation. decision to expect a US$ 28.7 billion global customer analytics market by 2026.
Mark Green, who leads Accenture Song in Australia and New Zealand, said: “Clients are struggling to keep up with the pace of change today. They are looking for creative solutions and strategic insights for growth. The addition of fiftyfive5 timely. The team boasts strong insights and deep customer understanding, which will further enhance Accenture Song’s customer intelligence capabilities. Importantly, Fiftyfive5 brings top talent, and we can’t wait to see if what they can add to our growing team.
Founded in 2010, Fiftyfive5 specializes in opportunity identification, brand strategy and positioning, innovation, category strategy (channel, shopper, retail & loyalty), pricing, CX and experience measurement and brand comms tracking . Fiftyfive5 works extensively with clients across health and public services, consumer products and services, financial services, communications and media, travel, digital and technology. Its team of more than 200 people across Australia, Singapore, New Zealand and London will join Accenture Song and build on Accenture’s world-class strategy, design, performance, technology and operational capabilities to better serve those client.
Mark Sundquist, managing partner at Fiftyfive5, said: “Accenture Song is one of the most exciting businesses to emerge in our space — a combination of creativity, technology and data. We have a shared belief in the importance of customer insight and intelligence to support strategy, creativity and execution to drive growth for our clients. Song joining Accenture creates an exciting new opportunity for our team and the opportunity to deliver greater commercial impact for clients given the enhanced range of capabilities we can bring to the table. .
Jatinder Singh, Accenture Song’s global head of data and analytics, said: “Clients around the world are re-evaluating how they grow and are increasingly challenged by the speed of change. The intelligence may be that engine brands should be relevant to their customers. Gaining insights that can support brand creative, content, and experience strategy and operations is essential. Fiftyfive5 adds Accenture Song’s credentials to help our clients drive growth through customer data and insights.
The acquisition of Fiftyfive5 is in line with Accenture Song’s strategy to deepen its broad, scalable set of capabilities across product innovation, commerce, marketing, sales and services to help clients integrate purpose and experience. of the customer for sustainable growth as customers’ lives are constantly changing. and is constantly influenced by outside forces.
Terms of the transaction were not disclosed.
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About Accenture
Accenture is a global professional services company with leading capabilities in digital, cloud and security. Combining unparalleled experience and specialized expertise in more than 40 industries, we offer Strategy and Consulting, Technology and Operations services and Accenture Song — all powered by the world’s largest network of Advanced Technology and Intelligent Operations centers. Our 721,000 people deliver on the promise of technology and human ingenuity every day, serving clients in more than 120 countries. We embrace the power of change to create value and shared success for our clients, people, shareholders, partners and communities. Visit us at accenture.com.
Accenture’s Song facilitates growth and value for our clients through continuous customer engagement. Our capabilities span from idea to execution: growth, product design and experience; technology and experience platforms; creative, media and marketing strategy; and campaign, commerce transformation content and channel orchestration. With strong client relationships and deep industry expertise, we help our clients move at the speed of life through the limitless potential of imagination, technology and intelligence.
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