Accenture acquires Fiftyfive5 to boost data insights and performance marketing
Accenture has acquired Fiftyfive5, a customer insights and advisory business, strengthening Accenture Song’s data insights and performance marketing ability across Australia and New Zealand.
The acquisition, whose terms were undisclosed, came as Accenture Song looks to deepen its capabilities across product innovation, commerce, marketing, sales and service.
L-R: Darren Kemp, Fiftyfive5 founding partner, Mark Sundquist, Fiftyfive5 managing partner, Mark Green, Accenture Song’s ANZ lead, Karen Philips, Fiftyfive5 founding partner
Fiftyfive5 specialises in opportunity identification, brand strategy and positioning, innovation, category strategy (channel, shopper, retail & loyalty), pricing, CX and experience measurement and brand comms tracking.
Its shareholders started seeking buyers for the consultancy in August this year.
Both agencies will work in unison to develop insight-led strategies and decision-making growth for clients.
Mark Green, Accenture Song’s Australia and New Zealand lead, said: “Clients are struggling to keep up with the pace of change today. They are looking for creative solutions and strategic insights for growth. Fiftyfive5’s addition is timely.
“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.”
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, said: “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.”
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Darcy Song was a reporter at Mumbrella, covering media owners, adtech and social platforms. She left in October 2023.
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