Staff Reporters
Mar 4, 2024

Accenture acquires martech consultancy The Lumery in Australia

The Lumery's 80-strong team across Australia and Bengaluru, India, will join Accenture Song’s marketing practice—delivering services including personalisation, CRM and loyalty, testing and automation.

L-R: Mark Green (Accenture Song) and Rajan Kumar (The Lumery).
L-R: Mark Green (Accenture Song) and Rajan Kumar (The Lumery).
Accenture has acquired The Lumery, a Melbourne-based marketing technology (martech) consultancy, in a move to help strengthen its marketing transformation services in Australia.
 
Founded in 2017, The Lumery works with clients across consumer goods and services, financial services, the public sector, retail, and resources, and helps organisations to transform through technology for scale and mass customisation. They also specialise in providing consulting services, including marketing advisory, planning, implementation across entire technology stacks, operational excellence and simplification. Past clients include Qantas, Coles, P&O Cruises and Jetstar. 
 
Lumery's current team of approximately 80 people across its offices in Melbourne, Sydney and Bengaluru, India, will join Accenture Song’s marketing practice, adding significant depth to its offerings in Australia. 
 
Speaking of the acquisition, Mark Green, Australia and New Zealand lead at Accenture Song said: “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.”
 
With global spending on martech expected to soar by 64% to US$216 billion in 2027, the acquisition comes at a pivotal time—one that could position Accenture Song to be well placed to help businesses in Australia respond to rapid changes in martech.
 
"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," said Rajan Kumar, co-founder and CEO of The Lumery. "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.”
 
Meanwhile, Peter Burns, who leads Accenture’s business in Australia and New Zealand, said: “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.”
 
In the past year, Accenture Song has been growing its suite of capabilities to help clients grow, innovate and sustain relevance. 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.
 
Terms of the transaction were not disclosed.
Source:
Campaign Asia

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