Accenture acquires Thai digital agency Rabbit’s Tale

BANGKOK, THAILAND — Global professional services company Accenture has acquired Rabbit’s Tale, a Bangkok-based creative and digital agency, for an undisclosed amount.

The acquisition significantly strengthens the creative, brand, and data capabilities of Accenture Song, the world’s largest tech-powered creative group, in Southeast Asia. It will help Accenture Song optimize digital experiences for clients across the region to drive growth.

Thailand’s rapidly growing digital advertising market makes it a key focus area for Accenture in Asia Pacific. The country’s digital ad spend rose over 9% in 2022 to reach $3.6 billion.

“Rabbit’s Tale will add more firepower to Accenture Song’s regional market excellence and business strategy, leveraging data, innovation, and creativity,” said Thomas Mouritzen, Southeast Asia lead for Accenture Song.

Founded in 2010, Rabbit’s Tale is recognized as one of Thailand’s top advertising agencies. It has won honors such as being named among the top three agencies of 2022 at the Adman Awards. It has over 120 employees and has worked with major brands like Honda Motorcycle, CP Group, Ajinomoto, and Siam Commercial Bank.

“We are thrilled that our next chapter of growth will be with Accenture Song, where its industry-leading position and creativity-led approach backed by data and technology has helped businesses across industries set new benchmarks,” said Sunard Thanasanaksorn, CEO of Rabbit’s Tale.

Rabbit’s Tale is Accenture Song’s third acquisition in Southeast Asia after Romp and Entropia. Its team will join Accenture Song in Thailand and tap Accenture’s global expertise in strategy, design, technology and operations.

This year alone, Accenture actively expanded its portfolio through 30 strategic acquisitions, including Bionest in the United States, SKS Group in Germany, Morphus in Ireland, and Nautilus Consulting in the United Kingdom​.

The firm topped the Time Doctor OA500, an index of the world’s top 500 outsourcing firms, with $64.1 billion in annual revenues for fiscal year 2022.