Melbourne martech consultancy The Lumery joins Accenture

04 March 2024 3 min. read
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Following on from a recent spate of regional acquisitions, Melbourne-based martech consultancy The Lumery has now joined Accenture Song’s marketing practice.

Professional services firm Accenture has added Melbourne-based marketing and technology consultancy The Lumery to its Accenture Song division, which has been going through another round of capability building in the A/NZ and Asia Pacific region since its rebranding from Accenture Interactive.

The latest purchase adds a further 80 staff to the firm’s headcount in Australia and India, including Lumery co-founder and CEO Rajan Kumar.

Melbourne martech consultancy The Lumery joins Accenture

“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,” Kumar stated. “The Lumery was founded with a clear ambition to be the leading authority in martech and we’ve built a team of skilled professionals and grown successful brands with our mix of marketing and tech expertise”

Established in Melbourne in 2017 and with additional outlets in Sydney and Bengaluru, The Lumery provides clients in the consumer, retail, financial services, public and resources sectors with a range of advisory and tech implementation services in areas such as CX, CRM, data and insights, and marketing operations.

Many of Australia’s biggest brands feature among its impressive roll-call of former customers, including Qantas, Coles and Bunnings.

“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,” stated Accenture Song’s A/NZ lead Mark Green. “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.”

In making the purchase for an undisclosed sum, Accenture pointed specifically to The Lumery’s expertise in personalisation, customer loyalty, testing and experimentation, and automation as providing a boost to the digital agency’s marketing practice in Australia, and cited projections of a 64 percent jump in global martech spending over the coming three years with the total figure expected to reach $216 billion in 2027.

Accenture evidently backs such forecasts, with a particular eye on the Asia Pacific. Never having been shy of an acquisition (the firm added leading local agency the Monkeys in 2017), Accenture Song has again accelerated its regional buy-and-build strategy over the past year or so, kicking off with market research consultancy Fiftyfive5 at the end of 2022. Other recent additions include Jixie and Rabbit’s Tale in Indonesia and Thailand, and Japanese firm Signal.