Accenture Song acquires Melbourne martech consultancy The Lumery

By AdNews | 5 March 2024
Mark Green and Rajan Kumar.

Accenture has acquired The Lumery, a Melbourne-based marketing technology (martech) consultancy.

Commercial details haven't been released. 

The acquisition will strengthen the marketing transformation capabilities of Accenture Song – the firm’s tech-powered creative group – and add depth to its offerings in Australia, such as personalisation, CRM and loyalty, testing and experimentation and automation. 

Mark Green, Australia and New Zealand lead at Accenture Song, says 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," he says.

"Accenture Song and The Lumery share a goal of helping organisations transform through connected marketing and technology investments to drive customer growth.” 

 The Lumery, founded in 2017, works with clients across consumer goods and services, financial services, public sector, retail and resources. Its team of about 80 people across its offices in Melbourne, Sydney and Bengaluru, India, will join Accenture Song’s Marketing practice. 

Rajan Kumar, co-founder and CEO of The Lumery, says 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," he says.

"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.”

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