Accenture has completed the acquisition of The Lumery, a Melbourne-based marketing technology (martech) consultancy specializing in helping leading organizations enhance customer experiences and revolutionize their marketing services. This strategic move is set to fortify Accenture Song’s marketing transformation capabilities, the firm’s technology-driven creative arm, while significantly enriching its service portfolio in Australia. The addition of The Lumery’s expertise will enhance offerings such as personalization, CRM and loyalty, testing and experimentation, and automation.
In today’s dynamic business landscape, companies are increasingly striving to meaningfully engage with their customers across various touchpoints. Over half of global consumers express a desire for companies to adapt more swiftly to their evolving needs and expectations. Through the acquisition of The Lumery, Accenture Song reaffirms its commitment to assisting Australian businesses in promptly addressing the rapidly evolving martech landscape. Global martech expenditure is anticipated to surge by 64% to $216 billion by 2027.
Mark Green, Australia and New Zealand lead at Accenture Song: “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. 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. Accenture Song and The Lumery share a goal of helping organisations transform through connected marketing and technology investments to drive customer growth.”
Established in 2017, The Lumery offers valuable martech ecosystem connections to aid clients in achieving transformation through technology, enabling scalability and personalized mass customization. The company delivers a range of industry and platform consulting services, encompassing marketing advisory, strategic planning, full technology stack implementation, operational enhancement, and streamlining. Serving clients spanning consumer goods and services, financial services, public sector, retail, and resources sectors, The Lumery boasts a team of about 80 professionals across its offices in Melbourne, Sydney, and Bengaluru, India. These talents will integrate into Accenture Song’s Marketing practice.
Detailing about it, Rajan Kumar (above right), co-founder and CEO of The Lumery: “Building compelling customer experiences isn’t going to be solved by technology alone. It also requires creativity, modern ways of working, ever-evolving customer data and most importantly, great people. The Lumery was founded with a clear ambition to be the leading authority in martech – we’ve built a team of skilled professionals and grown successful brands with our mix of marketing and tech expertise. 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.”
Peter Burns, who leads Accenture’s business in Australia and New Zealand: “Bringing The Lumery to augment Accenture Song’s tech-powered creativity, data intelligence, and industry expertise will help expand our Australian practice to lead clients further on their path of sustained relevance.”
Accenture Song has been growing its suite of capabilities to help clients grow, innovate and sustain relevance in the past year. In Australia, The Lumery follows the recent addition of customer insights and advisory business Fiftyfive5 to bolster its data-driven marketing services. Other recent global acquisitions include Jixie, Work & Co, Rabbit’s Tale, and ConcentricLife.
