Accenture bags Unlimited to bolster CRM and GenAI

Accenture is bolstering its Accenture Song division with the acquisition of Unlimited in a move designed to scale its offerings and unlock greater value from CRM and generative AI.

The Unlimited group, which comprises TMW, Walnut, Health Unlimited and Nelson Bostock is claimed to have deep expertise in behavioural science, customer strategy and CRM activation; the group also includes the Human Understanding Lab and AI-powered digital insights platform LUCA, complementing Accenture Song’s capabilities in data and analytics.

The acquisition is the latest in a series of investments by Accenture Song to drive growth for its clients, following the acquisitions of GemSeek, Mindcurv, Work & Co, Rabbit’s Tale, ConcentricLife, Fiftyfive5 and The Stable.

Headquartered in London, with additional offices in Bristol, Winchester and Reading, Unlimited’s nearly 600 employees will join Accenture Song’s UK team aligned to the marketing practice under Bill Scott, marketing practice lead, UK, Ireland and Africa, Accenture Song.

Accenture Song global lead, marketing practice Dame Annette King said: “There are few agencies that have proven to be as impressive as Unlimited over the last few years. The world of CRM is more crucial to brands than ever before and there is no greater partner for it than generative AI-powered creativity.

“We’re excited to welcome the team into the Accenture Song fold and most importantly, we can’t wait for the opportunities that now exist for our clients and talent.”

Unlimited group CEO Chris Mellish added: “To be joining such an ambitious and forward-thinking strategic organization is a massive moment for us. We have found a home where both our people and our clients can continue to thrive in an organisation that has its eye towards shaping the future of our industry. We can’t wait to see the positive impact we’ll be able to make on our clients together.”

Terms of the transaction were not disclosed.