Accenture seals Rabbit’s Tale acquisition, broadens SEA presence
BANGKOK, THAILAND — Outsourcing firm Accenture has officially sealed its acquisition of creative and digital experience agency Rabbit’s Tale, effectively expanding its South East Asian presence.
Rabbit’s Tale will be integrated into Accenture Song – the outsourcing firm’s tech-powered creative group. Accenture Song’s creative, brand, and data capabilities across the region are expected to make critical strides through the acquisition.
About 120 employees across advertising, data & interactive, and customer experience solutions business groups will jump ship to Accenture Song in Thailand. The deal was announced on November 29.
“Rabbit’s Tale will add more firepower to Accenture Song’s regional market excellence and business strategy, leveraging data, innovation, and creativity,” Thomas Mouritzen, Southeast Asia lead for Accenture Song, said then.
The Bangkok-based firm has clients across various industries, including consumer goods & services, automotive, communications and media, financial services, and digital and technology.
Rabbit’s Tale is Accenture Song’s third acquisition in the region after advertising agencies Romp in September 2022 and Entropia in June 2021.
The outsourcing firm is capitalizing on Thailand’s rapidly growing digital advertising industry. In 2022, the country’s digital ad spending grew by 9.12% – the second highest in the region next to Singapore – to reach $3.6 billion.
The deal does not include Zero Publishing Ltd and Rabbit’s Tale Public Relations. They will continue to operate as an independent entity, and Rabbit’s Tale Public Relations will be rebranded to Moonshot Digital Ltd.
Accenture topped the Time Doctor OA500, an index of the world’s top 500 outsourcing firms, with $61.6 billion in annual revenues for fiscal year 2022. This year, the firm expanded its portfolio through 34 strategic acquisitions, including Bionest in the United States, SKS Group in Germany, Morphus in Ireland, and Nautilus Consulting in the United Kingdom​.
