Accenture Song has finally ditched the Unlimited brand – first adopted in 2014 when the business was owned by Creston – nearly 18 months after TMW became the first agency to scrap the name.
The move is part of a wider restructuring of the group’s UK marketing practice and comes 20 months after Accenture bought Unlimited.
It will also see Nelson Bostock, the PR and B2B communications agency brand which was launched in 1987, axed, along with Sport Unlimited. Both will fall under the TMW brand.
Nelson Bostock, led by Lucy Watson, will now operate as part of TMW’s B2B Communications division, while Unlimited Health has merged with Accenture Song’s existing Life Sciences business.
Walnut and Human Understanding Lab will continue to operate but will now serve as a collaborator for all three of Accenture Song’s UK capabilities: brand transformation, marketing advisory, and integrated marketing.
Accenture Song marketing practice lead for the UK, Ireland, and Africa (UKIA) Rebecca Bezzina (pictured), who joined in December from her role as EMEA chief executive at R/GA, has seen her remit expanded to also be EMEA marketing lead.
Meanwhile, former Unlimited Group CEO Chris Mellish continues as TMW CEO and co-lead of the UK and Ireland marketing practice alongside Bezzina.
Unlimited Group chairman Tim Bonnet, who has been with the agency since 2012, and was once branded “the great survivor” for his ability to stay in place while everyone else gets the push, appears to have done it again.
According to LinkedIn, Bonnet has now relinquished the Unlimited chairmanship to concentrate on his other role as MD of Accenture leadership, which he has held since 2024.
The reshuffle follows a broader trend at Accenture Song to consolidate its 40-plus acquisitions under a single P&L to simplify its offering to clients.
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