Accenture Song has acquired Melbourne-based marketing technology consultancy, The Lumery, in a move aimed at bolstering its marketing transformation capabilities in Australia.

Founded in 2017, the Lumery has a team of about 80 people across offices in Melbourne. Sydney and Bengaluru, India. the agency brings complementary martech ecosystem relationships to help clients transform through technology for scale and mass customisation. It provides industry and platform consulting services, including marketing advisory and planning, implementation across entire technology stacks, operational excellence and simplification.

The acquisition is part of Accenture Song's continued investment to help businesses in Australia respond to rapid changes as global spending on martech is expected to increase by 64% to $216 billion in 2027.

The terms of the transaction were not disclosed.

"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 Accenture Song lead for Australia and New Zealand, Mark Green. "The Lumery stands out for its distinct ability to help clients navigate the constantly changing and fragmented customer experience with its considered approach that integrates software, data and analytics. Accenture Song and The Lumery share a goal of helping organisations transform through connected marketing and technology investments to drive customer growth."

The Lumery co-founder and CEO, Rajan Kumar, said building compelling customer experiences isn’t going to be solved by technology alone.

"It also requires creativity, modern ways of working, ever-evolving customer data and most importantly, great people. The Lumery was founded with a clear ambition to be the leading authority in martech – we’ve built a team of skilled professionals and grown successful brands with our mix of marketing and tech expertise," he said.

"Joining Accenture Song is a monumental step in our journey forward as we scale our expertise globally and, together, help more businesses connect with their customers and drive tangible business outcomes."

The local acquisition follow's Accenture Song addition of customer insights and advisory business Fiftyfive5 to bolster its data-driven marketing services. Globally, the consulting business has recently acquired Jixie, Work & Co, Rabbit’s Tale, and Concentric Life.

"Bringing The Lumery to augment Accenture Song’s tech-powered creativity, data intelligence, and industry expertise will help expand our Australian practice to lead clients further on their path of sustained relevance," said Peter Burns, who leads Accenture’s business in Australia and New Zealand.