Accenture acquires Fiftyfive5 to boost its customer intelligence capability

Jatinder Singh, Global Head of Data and Analytics at Accenture Song

Accenture has acquired Fiftyfive5, a customer insights and advisory business. The move will strengthen Accenture Song’s (formerly Accenture Interactive) ability to help clients tap data insights and performance marketing to accelerate growth and innovation across ANZ. 

What does Fiftyfive5 bring to the table?

Recognised by The Research Society Australia and named B&T Research Agency of the Year, Fiftyfive5 has a track record in delivering customer insight-driven strategy, customer insight optimised execution and performance measurement for some of the region’s leading brands. 

Founded in 2010, Fiftyfive5 specialises in opportunity identification, brand strategy and positioning, innovation, category strategy (channel, shopper, retail & loyalty), pricing, customer experiences (CX) and experience measurement and brand comms tracking.

Fiftyfive5 currently works extensively with customers across health & public services, consumer goods & services, financial services, communications & media, travel, digital and technology. Its team of more than 200 people across Australia, Singapore, New Zealand and London will join Accenture Song and build upon Accenture’s world-class strategy, design, performance, technology and large-scale operations capabilities to better serve clients. 

Mark Sundquist, Managing Partner of Fiftyfive5

Mark Sundquist, Managing Partner of Fiftyfive5, commented: “Accenture Song is one of the most interesting businesses that’s emerged in our space – a combination of creativity, technology and data. We have a shared belief in the importance of customer insight and intelligence to underpin strategy, creativity and execution to fuel growth for our clients.”

“Joining Accenture Song is an exciting new opportunity and the chance to deliver greater commercial impact for clients given the enhanced range of capability we bring to the table.”   

What does the acquisition mean for Accenture Song?

Globally, 95% of C-suite executives say that clients and employees are changing faster than they can change their business, significantly pushing the demand for new playbooks for growth. Accenture Song and Fiftyfive5 share a vision and passion for helping brands meet this reality and capturing new opportunities for growth through insight-led strategy and decision making in anticipation of a US$28.7bn global customer analytics market by 2026.  

Mark Green, Accenture Song’s ANZ lead, said: “Clients are struggling to keep up with the pace of change. They are looking for creative solutions and strategic insights for growth. Fiftyfive5’s addition is timely. The team boasts insights and deep customer understanding, which will significantly enhance Accenture Song’s customer intelligence capability. Importantly, Fiftyfive5 brings top talent, and we can’t wait to see what they add to our growing team.”

Jatinder Singh, Accenture Song’s Global Head of Data and Analytics, said: “Clients globally are reevaluating how they grow and they are increasingly challenged by the speed of change. Intelligence will become the engine brands need to become relevant to their customers.”

Having insights that can support brand creative, content, and experience strategy and operations will be essential. Fiftyfive5 adds to Accenture Song’s credentials to help our customers drive growth through customer data and insight,” Jatinder Singh further said.

The acquisition of Fiftyfive5 is in line with Accenture Song’s strategy to deepen its broad, scalable set of capabilities across product innovation, commerce, marketing, sales and service to help clients unify purpose and customer experience for sustainable growth as customers’ lives are ever-changing and constantly influenced by external forces.

Terms of the transaction were not disclosed.