Accenture acquires consumer insights business Fiftyfive5 to boost customer intel offering in ANZ 

Accenture acquires consumer insights business Fiftyfive5 to boost customer intel offering in ANZ 

Sydney, Australia – Accenture has announced it has bought Fiftyfive5, a customer insights and advisory business. The company said the move will strengthen the ability of Accenture Song, its marketing arm, to help clients in tapping data insights and performance marketing to accelerate growth and innovation across the Australian and New Zealand market.

Founded in 2010, Fiftyfive5 specialises in opportunity identification, brand strategy and positioning, innovation, category strategy, pricing, CX and experience measurement, and brand comms tracking. The company works extensively with clients across health & public services, consumer goods & services, financial services, communications & media, travel, digital and technology. 

The acquisition is in line with Accenture Song’s strategy to deepen its broad, scalable set of capabilities across product innovation, commerce, marketing, sale, and service. 

Mark Green, Accenture Song’s Australia and New Zealand lead, describes Fiftyfive5’s addition as timely as clients struggle to keep up with the pace of change today and are looking for creative solutions and strategic insights for growth. 

“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,” he said.

Fiftyfive5’s team of more than 200 people across Australia, Singapore, New Zealand, and London will join Accenture Song.

Mark Sundquist, managing partner of Fiftyfive5, said, “Accenture Song is one of the most interesting businesses that’s emerged in our space – a combination of creativity, technology and data. 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.” 

Jatinder Singh, Accenture Song’s global head of data and analytics, commented, “Clients globally are reevaluating how they grow and they are increasingly challenged by the speed of change. Intelligence will become the engine brands need to become relevant to their customers. Having insights that can support brand creative, content, and experience strategy and operations will be essential. Fiftyfive5 adds to Accenture Song’s credentials to help our clients drive growth through customer data and insight.” 

It was in April of this year that Accenture Song unveiled its new name, which was formerly Accenture Interactive. Accenture has also recently made buyouts in other markets, such as Indonesia, to similarly boost Accenture Song’s offerings.


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