Accenture Song acquires Bangkok-based Rabbit’s Tale

Global professional services company, Accenture, has acquired Bangkok-based creative and digital experience agency, Rabbit’s Tale, in its first acquisition in Thailand.  

This comes as Accenture seeks to strengthen the regional creative, brand, and data capabilities of its creative division, Accenture Song. It aims to helps clients build and optimise digital experiences across the entire customer lifecycle for growth in Thailand. 

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The acquisition aims to ride on the growing importance of digital advertising spending for brand differentiation and customer connection. As one of the top three focus markets in the Asia Pacific (APAC) region, Thailand has seen digital advertising spend increase by 9.12% from 2021 to reach US$3.6 billion in 2022, according to a Nielson report. 

Founded in 2010, Rabbit's Tale offers digital customer experience solutions, ranging from retail experiences to customer relationship management and loyalty programmes.

Through this, it seeks to bring credibility in crafting impactful brand strategies, driving digital content, and executing data-driven experiences. Some notable clients it has previously worked with across various sectors include Honda Motorcycle, Ajinomoto, GQ Apparel, and Siam Commercial Bank. 

Rabbit’s Tale’s team of approximately 120 employees across advertising, data and interactive, and customer experience solutions business groups will join Accenture Song in Thailand. The combined team will build upon Accenture’s strategy, design, performance, technology, and large-scale operations capaibilities to help clients navigate and create transformational change.  

“Consumer and employee expectations have drastically changed, leading businesses to seek partners with the scale and skills for delivering unique yet powerful engagement and connections. They are also looking for creative solutions and transformative programs to advance growth,” said Thomas Mouritzen, Southeast Asia lead for Accenture Song (pictured centre). 

He added that the addition of Rabbit’s Tale would bring more firepower to Accenture Song’s regional market excellence and business strategy as it leverages data, innovation, and creativity.  

“This reaffirms our unwavering investment and commitment in Southeast Asia, enhancing our offerings, capabilities and talent base to help clients achieve tangible outcomes in their brand, marketing and experience transformation journeys,” he said.  

Patama Chantaruck, country managing director, Thailand at Accenture (pictured right), added that the acquisition will help Accenture to empower local businesses and nurture homegrown talent to create meaningful and highly personalised digital experiences. These seek to cater to the unique needs and preferences of the Thai market.  

“Technology, when integrated with creativity, can significantly enhance how businesses interact with their customers and people, driving differentiation and fostering greater customer satisfaction and loyalty,” she added.  

She expressed the hope that the combined talent and expertise will strengthen Accenture’s positioning to help grow Thailand’s private sector and address its most complex challenges. 

The acquisition also advances Accenture Song’s strategy to help its clients create new roadmaps to growth through tech-powered creativity, according to Flaviano Faleiro, Accenture Song’s president for growth markets. 

He cited how 97% of C-suite executives feel that their accelerated digital transformation efforts merely allow them to keep pace and not achieve new growth and customer relevance. He stated that Rabbit’s Tale’s capabilities can bridge that gap by enhancing how Accenture Song builds and scales creative and digital customer experience solutions for its clients in growth markets.  

Sunard Thanasanaksorn, CEO of Rabbit’s Tale (pictured left), added that the next stage of growth with Accenture Song looks forward to use Rabbit’s Tale’s industry-leading position and creativity-led approach with data and technology to help businesses across industries to set new benchmarks.  

This acquisition also mark Accenture’s third acquisition in Southeast Asia, after Romp in 2022 and Entropia in 2021. 

In 2022, it acquired brand and experience agency Romp in Indonesia to strengthen Accenture Song’s ability to deliver creative and tech-driven brand experiences for clients across Southeast Asia. 

Romp, which started up in 2019, made a name for itself for its creative talent and innovative services across branding, creative and performance marketing in Indonesia. The agency was founded by the long-time former CEO of MullenLowe Indonesia, Joseph Tan, who made waves in the Indonesian advertising scene leaving the firm after 12 years.  

“Joining Accenture Song will fully converge the brand storytelling that we love with Accenture’s tech innovation, enabling us to help our clients truly deliver against limitless opportunities with global impact,” said Joseph Tan, Romp’s chief executive officer, at the time. 

A year earlier, it made its first acquisition in SEA with Kuala Lumpur-based Entropia. Founded in 2016 by founder and senior partner Prashant Kumar, Entropia brought more than 210 employees to the acquisition. The move aimed to expand Accenture Song’s (then named Accenture Interactive) creative talent pool, creating more learning and growth opportunities for employees across both organisations. 

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