Accenture boosts marketing services in Australia with The Lumery purchase

MELBOURNE, AUSTRALIA — Business process outsourcing (BPO) firm Accenture has acquired marketing technology consultancy firm The Lumery, subsequently boosting its services in Australia.

The Lumery will enhance the marketing technology services of Accenture Song – the BPO firm’s digital creative arm in Australia. 

Among the services it offers are personalization, customer relationship management (CRM) and loyalty, testing and experimentation, and automation. 

Approximately 80 workers from The Lumery across its offices in Melbourne, Sydney, and Bengaluru, India, will join Accenture Song’s Marketing division.

A study by the Australian Marketing Institute reveals that global spending on marketing technology is expected to surge by 64% to $216 billion in 2027. Additionally, 66% of chief marketing officers planned increases in their marketing technology spending last year.

“There is great interest in using tech to understand Australian customers more deeply and to streamline, enhance and transform marketing and sales efforts, especially with the rise of generative AI,” said Mark Green, Australia and New Zealand lead at Accenture Song.

The Lumery was founded in 2017 and provides consultancy services in marketing, implementation, and simplification. It serves firms from consumer goods, finance, public, retail, and resources segments.

Accenture Song also recently acquired Mindcurv, a firm that specializes in composable commerce. The deal, subject to customary closing conditions, will merge Mindcurv’s 700 employees with Accenture Song’s commerce division.