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Accenture buys customer engagement agency Unlimited

Professional services business Accenture has acquired Unlimited, an integrated customer engagement agency, for an undisclosed sum. Unlimited will become part of Accenture Song, Accenture’s tech-powered creative group.

The aim of the acquisition is to improve Accenture Song’s ability to scale its offerings and unlock greater value from generative AI.

“There are few agencies that have proven to be as impressive as Unlimited over the last few years” said Dame Annette King, Global Lead, Marketing Practice at Accenture Song. “The world of CRM is more crucial to brands than ever before and there is no greater partner for it than generative AI-powered creativity. We’re excited to welcome the team into the Accenture Song fold and most importantly, we can’t wait for the opportunities that now exist for our clients and talent.”

Unlimited – which is made up of TMW, Walnut, Health Unlimited, and Nelson Bostock – boasts a proprietary Human Understanding Lab and an AI-powered digital insights platform called LUCA. The hope is that these, as well as Unlimited’s experience in behavioural science, customer strategy, and CRM activation, will help to drive marketing transformation, relevance, and growth for Accenture Song’s clients.

Unlimited’s almost 600 employees will join Accenture Song’s UK team, becoming aligned with the marketing practice under Bill Scott, Marketing Practice Lead, UK, Ireland and Africa at Accenture Song.

“To be joining such an ambitious and forward-thinking strategic organisation is a massive moment for us,” said Chris Mellish, Unlimited Group CEO. “We have found a home where both our people and our clients can continue to thrive in an organization that has its eye towards shaping the future of our industry. We can’t wait to see the positive impact we’ll be able to make on our clients together.”

The acquisition of Unlimited is the latest of a number of recent investments by Accenture Song, including the acquisitions of GemSeek, Mindcurv, Work & Co, Rabbit’s Tale, ConcentricLife, Fiftyfive5, and The Stable.