Tag: Accenture Song

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.

 

Bangkok, Thailand – Thailand’s food delivery app and all-in-one travel service platform, Robinhood, has partnered with Accenture to drive advertising creativity and enhance brand experiences for advertisers on the platform.

Led by Accenture Song (formerly Accenture Interactive), the multi-year strategic collaboration accelerates Robinhood’s business transformation across various aspects of the company, positioning the platform as one of Thailand’s most compelling apps, enhancing its product management and strategy, and creating rewarding customer experiences. Key to this effort is an ad-suite platform powered by data insights and analytics technologies to support advertisers in multiple areas of digital marketing optimisation.

Moreover, the collaboration is a significant part of Robinhood’s new roadmap for sustainable growth, focused on helping businesses and communities thrive amidst disruption. It also furthers the platform’s ambitions to grow into a super app that provides services beyond food delivery, including travel, mart, parcel delivery, and ride-hailing in Thailand.

Thomas Mouritzen, Accenture Song’s SEA lead, said, “Robinhood is an important purpose-led company, offering pivotal support to the community. Our creativity, technology and intelligence will support Robinhood’s next phase of growth in Southeast Asia, adding more relevant experiences to their ecosystem.”

Meanwhile, Srihanath Lamsam, CEO at Purple Ventures Co., Ltd. (Robinhood), shared that the platform has now over 225,000 stores, over three million registered users, over 30,000 food delivery riders, an average of 180,000 daily orders, and over 16,000 hotels already listed. 

“Our collaboration with Accenture Song will extend this important work, paving the way for Robinhood to continue to deliver the best experience for our users,” said Lamsam. 

Patama Chantaruck, country managing director at Accenture Thailand, noted, “Accenture has been helping businesses in Thailand drive mission-critical transformational change. Our work with Robinhood continues this commitment as we support businesses looking for new ways to grow into the future.” 

Robinhood Advertising has started empowering early adopters across various industries such as fast-food restaurant Texas Chicken, furniture retailer Index Living Mall, electric vehicle lifestyle platform EVMe, vitamin-fortified beverage Vitza, and video streaming provider Viu, to take charge of their business and marketing goals through the tech-driven ad suite platform for greater brand awareness. Soon, merchants on the platform can look forward to growing their visibility through self-service advertising tools, allowing greater autonomy and management of ad inventory. 

Sarun Chinsuvapala, head of marketing at Purple Ventures Co., Ltd. (Robinhood), said that Robinhood Advertising gives them an edge to support their merchants, riders and high-value customers better. 

“Accenture Song’s experienced team support and its data-driven capabilities allow us to provide customised products and services for our diverse users. To reach more advertisers locally, Robinhood Advertising will be represented by GroupM, dentsu international Thailand, and Entravision MediaDonuts. Together, we are laying the foundation to redefine platform advertising,” added Chinsuvapala.

This collaboration follows the recent announcement of Accenture Song, a brand evolution that symbolises the company’s focus on helping clients accelerate growth through relevance.

Kuala Lumpur, Malaysia – MBSB Bank has appointed marketing consulting-meets-agency, Entropia, part of Accenture Song, as its first-ever media agency of record to bolster the financial institution’s awareness and penetration in the market. Entropia will work with MBSB Bank immediately to oversee its paid media-buying strategy, planning and execution, and performance measurement.

Soo Mei Goh, principal for integration media at Entropia, a part of Accenture Song, said, “We are honoured to be part of MBSB Bank’s journey and helping them further their vision to be a top progressive Islamic bank.”

Goh adds, “Marketing transformation is a continuous process, and we believe that our data expertise, creativity, and technology prowess can further boost the bank’s digitalisation focus. Although MBSB is a new player in the banking industry, it has achieved several milestones in digital banking products and innovations to provide its customers ease of access to everyday banking.”

MBSB Bank was established in 2018 as a subsidiary of the Employees Provident Fund, following MBSB’s acquisition of Asian Finance Bank. It has since expanded into the country’s second largest standalone Islamic bank. With a majority focus on consumer banking, MBSB Bank also provides Shariah-compliant products and services in business banking and trade financing to its growing customer base of SMEs in Malaysia.

Azlina Mohd Rashad, chief corporate officer at MBSB Bank, commented, “This is our first collaboration with an agency. Entropia stood out with its understanding of customer data and ability to harness it to enhance our customers’ experience.”

Rashad continued by sharing, “We look forward to working with Entropia’s diverse talent to bring a fresh perspective and to propel the bank forward in these challenging times. For a new brand like MBSB Bank, visibility is key among Malaysia’s thriving population, and while building our financial technology capabilities, we hope to be top-of-mind whenever consumers consider a progressive Islamic bank for their financial needs.”

Singapore – Accenture has announced that its marketing arm Accenture Interactive will now go to market as Accenture Song. The move reflects the company’s post-pandemic services which reinvent customer connections, sales, commerce, and marketing, as well as business innovation, to fulfil customers’ increased demand for business success through ongoing customer relevance in today’s fast-paced world.

Accenture said Accenture Song will convey an enduring and universal form of human craft, connection, inspiration, technical prowess, and experience to unleash the imagination and ideas of its people to produce practical results and  build on Accenture’s longstanding culture of transformation.

Accenture Song has been working with companies Coinbase, General Mills’ Blue Buffalo, and Shiseido, and is also collaborating with Capri Holdings, a global fashion and luxury group that includes iconic brands such as Versace, Jimmy Choo, and Michael Kors, to translate its rich in-store luxury shopping experience to digital. 

David Droga, CEO and creative chairman at Accenture Song, shared that Accenture Song symbolises the post-pandemic growth journey they’re on with their clients.

 “Since its infancy, Accenture Interactive has helped clients build and grow their business by being experience-led. Today’s needs are strikingly different. To capture the next waves of growth, businesses now need to operate at the speed of life, perpetually demonstrating their relevance to their customers, their people and the world at large,” Droga said.

“We have the best talent in the business — people who will help shape the futures of many industries. Combining the forces of creativity and technology helps us not only see problems differently but also solve them with simplicity and scale. As Accenture Song, our opportunities are boundless, both for our clients and for our people,” Droga added.

Julie Sweet, chairman and chief executive officer of Accenture, commented, “The pandemic fundamentally changed how B2C and B2B companies must engage with customers and employees; the speed at which they need to operate and innovate; and the opportunities to create new products, services and growth models.”

Sweet added, “The companies that will lead in the next decade will undertake total enterprise reinvention, and Accenture Song is uniquely operating at the intersection of creativity, technology, intelligence and industry to help our clients reinvent connections and meaningful experiences, including in the metaverse continuum, sales, commerce, marketing and new business platforms. From idea to build to operate with strategic managed services, we are enabling our clients to access ideas, talent and results much faster.”

The company said their more than 40 acquisitions from over the past decade will begin to go to market as Accenture Song to strengthen their synergies in product innovation, experience design, marketing and commerce. While, Droga5 will continue to operate under its own brand name.