Accenture acquires marketing technology consulting firm The Lumery

Irish-American professional services firm Accenture signs deal to acquire Melbourne-based marketing and technology consulting firm The Rumeli, strengthening the service offering of the New York-listed company's technology-enabled creative subsidiary Accenture Song did.

Founded in 2017 by Rajan Kumar, Ben Fettes, Alastair Johnson and Simon O'Day to address the complexity of the marketing technology (martech) environment, The Roomeri is a client network that is expected to bring “martech ecosystem relationships'' to Accenture Song.

Financial details of the acquisition were not disclosed, but the deal adds to Accenture's growing Australian portfolio following the acquisition of Sydney-based customer insights and advisory business Fiftyfive5 in late 2022. Become. Fiftyfive5 is part of the Accenture Song stable and is the group's data-driven marketing service.

“Particularly with the rise of generative AI, there is significant interest in leveraging technology to better understand Australian customers and streamline, enhance and transform marketing and sales efforts,” says Accenture Song. said Mark Green, Head of Australia and New Zealand.

“Lumery stands out for its distinct ability to help clients navigate an ever-changing and fragmented customer experience through a thoughtful approach that integrates software, data, and analytics.

“Accenture Song and The Lumery share a goal of helping organizations transform through connected marketing and technology investments to drive growth for our customers.”

With offices in Sydney, Melbourne and Bangalore in India, The Lumery is a partner of Coles Group (ASX:COL), Qantas Airways (ASX:QAN), NIB Holdings (ASX:NHF) and Insurance Australia Group (ASX: IAG). ).

The company employs approximately 80 people in Australia and India and works with customers in sectors including consumer goods and services, financial services, public sector, retail and resources.

“The Lumery was founded with a clear ambition to become a martech guru,” said Kumar, CEO of The Lumery.

“We have combined our marketing and technology expertise to build a team of seasoned professionals and grow successful brands.

“Joining Accenture Song is a monumental step forward as we expand our expertise globally and work together to help more companies connect with their customers and drive tangible business outcomes. .”

Accenture said the acquisition of The Rumeri is part of the rapidly growing martech sector, which US research and advisory firm Forrester expects to grow by 64% to US$216 billion ($331 billion) globally by 2027. It said it reflects the investment it is making to help Australian businesses adapt to change. .

Peter Burns, head of Accenture's business in Australia and New Zealand, said: “We are proud to bring The Roomary to power Accenture Song's technology-enabled creativity, data intelligence and industry expertise. This will help us expand our operations and further lead our customers on a path to continued relevance.” .

Accenture, which is headquartered in Ireland and listed on the New York Stock Exchange, posted revenue of US$64.6 billion ($99 billion) in the 12 months to November 30 last year.