The world’s largest digital agency rebrands as Accenture Song
Tapping into its own marketing expertise, professional services firm Accenture’s creative, design and marketing technology division Accenture Interactive has rebranded globally as Accenture Song.
Accenture Interactive, which has since its establishment in 2009 become the world’s largest digital agency, will now be known as Accenture Song – along with its more than 40 acquisitions from over the past decade with the exception of Droga5. The professional services firm said that the rebrand reflected a post-pandemic landscape, and conveys an enduring form of human craft and connection that combines with technical prowess.
Accenture Song will continue to be led by Australian-born advertising industry guru David Droga, who took over from Brian Whipple as CEO and creative chairman of Accenture Interactive last year after first joining the firm via its 2019 acquisition of his award-winning agency Droga5.
Droga stated that the move symbolises the post-pandemic growth journey the firm is on with its 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.”
According to an interview with Forbes, the brand update is the end result of a seven-month process, with the so-called ‘naming evolution’ spurred by a belief that ‘Interactive’ felt a little too generic. Given a brief to come up with a ‘simple, memorable, impactful and optimistic’ replacement, a team of six sifted through hundreds of ideas to land on ‘Song’, what Droga describes as “the most enduring and relevant form of communication and connection globally.”
The rebrand also brings an opportunity to unite all of Accenture’s various agencies under the one banner, which will eventually include prominent Australian advertising agency The Monkeys – picked up by Accenture for a reported $63 million in 2017 and noted for recent campaigns including the celebrated Summer lamb series, the ‘When Will She Be Right?’ media highlighting ongoing gender inequality, and last year’s campaign to drive up vaccination rates.
“Accenture Interactive as a name, will be sunset,” A/NZ boss and Monkeys co-founder Mark Green told industry publication Mumbrella. “Locally this means that Fjord will also transition to Accenture Song over the coming months. The journey for each acquisition will be different and at this moment The Monkeys will retain their name. We will continue to work with global, our clients and our people on this new stage for Accenture Song.”
Forecast to bring revenues of US$14 billion this financial year, Accenture Song recently co-launched Accenture’s metaverse consulting business Metaverse Continuum.
