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Accenture Acquires The Lumery; Boosts Australian Marketing Tech

Irish-American professional services firm Accenture has bought Melbourne-based marketing and technology consultancy The Lumery. The deal is set to bolster the service offering for the New York-listed firm’s tech-powered creative subsidiary Accenture Song.

In 2017, Rajan Kumar, Ben Fettes, Alastair Johnson, and Simon O’Day founded Lumery to solve the complexity of marketing technology (martech). It is anticipated to provide its ‘complementary martech ecosystem relationships’ to Accenture Song’s client network.

The deal adds to Accenture’s growing Australian portfolio after it acquired Sydney-based customer analytics and consultancy firm Fiftyfive5 at the end of 2022. Financial details have not been published. Accenture Song acquired Fiftyfive5 to strengthen its data-driven marketing services.

“With the rise of generative AI, there is great interest in using tech to understand Australian customers more deeply and to streamline, enhance and transform marketing and sales efforts,” says Accenture Song Australia and New Zealand lead Mark Green.

With its careful integration of software, data, and analytics, The Lumery helps clients traverse the ever-changing and fragmented consumer experience.

Acenture Song and The Lumery aim to revolutionize organizations through integrated marketing and technology investments to grow customers.

The Lumery, with offices in Sydney, Melbourne, and Bangalore, serves Coles Group (ASX: COL), Qantas Airways, NIB Holdings, and Insurance Australia Group.

The 80-person Australian and Indian company serves consumer goods and services, financial services, public sector, retail, and resources clients.

Kumar, Lumery CEO, said the company was founded to be the martech leader.

We’ve developed a team of experienced individuals and grown successful brands with our marketing and tech knowledge.

“Joining Accenture Song is a monumental step in our journey forward as we scale our expertise globally and help more businesses connect with their customers and drive tangible business outcomes.”

Accenture says it bought The Lumery to help Australian firms adapt to rapid martech changes, which Forrester projects to grow 64% to US$216 billion ($331 billion) by 2027.

“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,” says Accenture Australia and New Zealand CEO Peter Burns.

Ireland-based Accenture, listed on the New York Stock Exchange, reported US$64.6 billion ($99 billion) in sales for the year ending November 30.

Nitin Gohil Author of Times Applaud
Nitin Gohil

A Mumbai-based tech professional with a passion for writing about his field: through his columns and blogs, he loves exploring and sharing insights on the latest trends, innovations, and challenges in technology, designing and integrating marketing communication strategies, client management, and analytics. His favourite quote is, "Let's dive into the fascinating world of tech together."

Nitin Gohil
A Mumbai-based tech professional with a passion for writing about his field: through his columns and blogs, he loves exploring and sharing insights on the latest trends, innovations, and challenges in technology, designing and integrating marketing communication strategies, client management, and analytics. His favourite quote is, "Let's dive into the fascinating world of tech together."

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