On March 3, 2024, Accenture announced its acquisition of The Lumery, a Melbourne-based marketing technology consultancy. This move is set to bolster Accenture’s marketing transformation capabilities and enhance its offerings in Australia.
The acquisition falls under Accenture Song, the firm’s tech-powered creative group. With this inclusion, Accenture Song can now deliver superior services including CRM, personalization, loyalty testing, and automation. More than half of global consumers wish companies would rapidly adapt to their changing needs and expectations.
This acquisition comes amid an increasing investment in martech, with global spending expected to rise 64% to $216 billion in 2027. Accenture Song and The Lumery share a common goal of helping organizations drive customer growth via connected marketing and technology investments.
Started in 2017, The Lumery has relationships that complement Accenture Song’s technologies and scale for mass customization. It offers marketing advisory and planning, implementation across entire technology stacks, and operational excellence and simplification. It serves clients across disparate sectors such as consumer goods and services, financial services, public sector, retail, and resources. The Lumery’s team of approximately 80 people will join Accenture Song’s Marketing practice.
Rajan Kumar, CEO of The Lumery, regards the acquisition as a significant move in scaling their expertise on a global level to help more businesses connect with their customers and drive tangible business outcomes. The Lumery was created with the goal of being the leading authority in martech.
Moreover, Peter Burns, leader of Accenture’s business in Australia and New Zealand, believes The Lumery would augment Accenture Song’s array of offerings, including tech-powered creativity, data intelligence, and industry expertise, leading clients further on their path of sustained relevance.
Accenture Song has seen a steady increase in its suite of capabilities in the past year. Within Australia, the acquisition of The Lumery follows the recent addition of the customer insights and advisory business Fiftyfive5 to bolster its data-driven marketing services. Terms of the transaction remain undisclosed.
Source: Accenture Acquires The Lumery to Strengthen its Marketing Transformation Services in Australia.
