Accenture Interactive rebrands to signal 'post-pandemic' journey

Accenture Interactive has rebranded to Accenture Song to symbolise its post-pandemic growth journey with clients. According to David Droga (pictured), CEO and creative chairman, Accenture Song the company will be building on its longstanding culture of change, and the name Accenture Song conveys an enduring and universal form of human craft, connection, inspiration, technical prowess and experience —unleashing the imagination and ideas of its people to deliver tangible results, the company said in a statement.

“Since its infancy, Accenture Interactive has helped clients build and grow their business by being experience-led. Today’s needs are strikingly different. To capture the next waves of growth, businesses now need to operate at the speed of life, perpetually demonstrating their relevance to their customers, their people and the world-at-large," Droga said.

The rebranding also builds on research from Accenture Song which found that close to 90% of C-suite executives said that the current needs of customers and employees are changing faster than leaders can change their businesses. 

While Droga5 will continue to operate under its own brand name, Accenture's over 40 acquisitions will begin to go to market as Accenture Song "to strengthen our synergies in product innovation, experience design, marketing and commerce". 

Accenture Song said in a statement that is projected to hit US$14 billion by the end of its FY22 (31 August 2022). It currently works with future-facing brands such as Coinbase, General Mills’ Blue Buffalo and Shiseido. Most recently, Accenture unveiled the upcoming launch of the Accenture Metaverse Continuum business group, led by Paul Daugherty, group chief executive — technology and chief technology officer at Accenture and Droga. 

Accenture also operates its own metaverse, the Nth floor, where the company’s people participate in new hire orientation and immersive learning or meet and socialise as teams. This fiscal year, the company expects 150,000 or more new hires will work in the metaverse on their first day. Accenture joins WPP, Dept, and Virtue as one of the companies with advertising capabilities to make a play in the metaverse.

While Accenture was unable to break down specific figures or share more about the operations, Flaviano Faleiro, Accenture Interactive’s president for growth markets, told MARKETING-INTERACTIVE then that the business group is a multi-service group of highly skilled professionals from across Accenture to help clients shape, build and operate new digital experiences. It builds on Accenture’s existing capabilities in this space that combines metaverse-related technology capabilities with the creative strengths of Accenture Interactive.

Julie Sweet, chairman and CEO, Accenture said the companies that will lead in the next decade will undertake total enterprise reinvention. "Accenture Song is uniquely operating at the intersection of creativity, technology, intelligence and industry to help our clients reinvent connections and meaningful experiences, including in the metaverse continuum, sales, commerce, marketing and new business platforms," said Sweet.

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