Accenture completed the acquisition of Unlimited


Accenture has recently completed the acquisition of Unlimited, an integrated customer engagement agency renowned for its innovative approaches. Unlimited will now become part of Accenture Song, the world’s largest tech-powered creative group, bolstering its capabilities in marketing transformation, customer engagement, and generative AI.

Unlimited, which consists of TMW, Walnut, Health Unlimited, and Nelson Bostock, brings with it a wealth of expertise in behavioral science, customer strategy, and CRM activation. With over 100 industry awards to its name, Unlimited has demonstrated a commitment to excellence in delivering impactful marketing solutions.

The acquisition of Unlimited will enable Accenture Song to further scale its offerings and leverage generative AI to unlock greater value for its clients. Unlimited’s proprietary Human Understanding Lab and AI-powered digital insights platform, LUCA, will complement Accenture Song’s existing capabilities in data and analytics, strengthening its ability to deliver personalized and relevant customer experiences.

Dame Annette King, global lead of Accenture Song’s marketing practice, expressed excitement about the acquisition, highlighting Unlimited’s impressive track record and its alignment with Accenture Song’s vision for the future of CRM and generative AI-powered creativity. She emphasized the opportunities that the acquisition will bring for clients and talent alike.

Sohel Aziz, UK, Ireland, and Africa lead of Accenture Song, echoed this sentiment, emphasizing the shared vision between Unlimited and Accenture Song in leveraging generative AI to deliver impactful customer experiences. He expressed confidence in the combined capabilities of both organizations to drive value and growth for clients.

The acquisition of Unlimited is part of Accenture Song’s continued investment strategy to drive growth and innovation for its clients in response to evolving business landscapes and consumer behavior. With nearly 600 employees joining Accenture Song’s UK team, the acquisition further strengthens its position as a leader in marketing transformation and customer engagement.

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