Accenture Acquires Unlimited to Bolster its CRM and Customer Relevance Capabilities

Accenture has acquired Unlimited, the award-winning integrated customer engagement agency, which will become part of Accenture Song – the world’s largest tech-powered creative group. The acquisition will enhance Accenture Song’s ability to scale its offerings and unlock greater value from generative AI. With deep expertise in behavioural science, customer strategy and CRM activation, the acquisition of Unlimited further bolsters Accenture Song's capabilities to drive marketing transformation, relevance, and growth for its clients.

Unlimited, which has earned over 100 industry awards, comprises of TMW, Walnut, Health Unlimited and Nelson Bostock. Unlimited places data and a deep understanding of human behaviour at the core of its offering through its proprietary Human Understanding Lab & AI-powered digital insights platform LUCA, complementing Accenture Song's existing capabilities in data and analytics.

Dame Annette King, global lead, marketing practice, Accenture Song, 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.”

Sohel Aziz, UK, Ireland and Africa lead, Accenture Song said, “We’re delighted to welcome Unlimited into Accenture Song. We have a shared vision for the future of CRM combined with the power of generative AI to enable the delivery of ever more relevant and impactful customer experience. Our values are wholly aligned, and we look forward to creating value and growth for our clients together.”

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

Headquartered in London, with additional locations 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.

Chris Mellish, CEO Unlimited Group said, “To be joining such an ambitious and forward-thinking strategic organisation 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.