Accenture buys marketing tech consultancy The Lumery as US giant bolsters Aussie base

Accenture buys marketing tech consultancy The Lumery as US giant bolsters Aussie base

(L-R) Accenture's Mark Green (left) with The Lumery CEO and co-founder Rajan Kumar

Irish-American professional services company Accenture has acquired Melbourne-based marketing and technology consultancy The Lumery with the deal set to bolster the service offering for the New York-listed company’s tech-powered creative subsidiary Accenture Song.

The Lumery, which was established in 2017 by Rajan Kumar, Ben Fettes, Alastair Johnson and Simon O'Day to address the complexity of the marketing technology (martech) landscape, is expected to bring its ‘complementary martech ecosystem relationships’ to the Accenture Song client network.

Financial details of the acquisition have not been disclosed, but the deal adds to Accenture’s growing Australian portfolio after buying Fiftyfive5, a Sydney-based customer insights and advisory business, at the end of 2022. Fiftyfive5 was incorporated into the Accenture Song stable to bolster the group’s data-driven marketing services.

“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,” says Mark Green, the Australia and New Zealand lead at Accenture Song.

“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.

“Accenture Song and The Lumery share a goal of helping organisations transform through connected marketing and technology investments to drive customer growth.” 

The Lumery, which has offices in Sydney, Melbourne and Bangalore in India, counts major corporates among its clients including Coles Group (ASX: COL), Qantas Airways (ASX: QAN), NIB Holdings (ASX: NHF) and Insurance Australia Group (ASX: IAG).

The company, which employs about 80 people in Australia and India, works with clients across consumer goods and services, financial services, public sector, retail and resources.

“The Lumery was founded with a clear ambition to be the leading authority in martech,” says Kumar, the CEO of The Lumery.

“We’ve built a team of skilled professionals and grown successful brands with our mix of marketing and tech expertise.

“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 says the acquisition of The Lumery reflects its investment in helping Australian businesses respond to rapid changes in martech, a sector that US research and advisory firm Forrester expects to surge in value by 64 per cent to US$216 billion ($331 billion) globally by 2027.

“Bringing The Lumery to augment Accenture Song’s tech-powered creativity, data intelligence, and industry expertise will help expand our Australian practice to lead clients further on their path of sustained relevance,” says Peter Burns, who leads Accenture’s business in Australia and New Zealand.

Accenture, which is based in Ireland but is also listed on the New York Stock Exchange, posted revenue of US$64.6 billion ($99 billion) in the 12 months to the end of November 30 last year.

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