Accenture Song has acquired UK-based integrated customer engagement agency group, Unlimited, in a move to boost the consultancy's ability to scale its offerings and unlock greater value from generative AI.

Unlimited, a highly awarded agency group with expertise in behavioural science, customer strategy, and CRM activation, will become part of Accenture Song's global marketing division. It will hold onto its name, as well as those of its agency brands TMW, Walnut, Health Unlimited, and Nelson Bostock.

"There are few agencies that have proven to be as impressive as Unlimited over the last few years. The world of CRM is more crucial to brands than ever before and there is no greater partner for it than generative AI-powered creativity. We're excited to welcome the team into the Accenture Song fold and most importantly, we can't wait for the opportunities that now exist for our clients and talent," said the Accenture Song's global lead of marketing practice, Dame Annette King.

The agency's proprietary Human Understanding Lab & AI-powered digital insights platform, LUCIA, will be brought into Accenture Song's existing data and analytics capabilities to deliver customer-centric solutions.

"To be joining such an ambitious and forward-thinking strategic organization is a massive moment for us. We have found a home where both our people and our clients can continue to thrive in an organization that has its eye towards shaping the future of our industry. We can't wait to see the positive impact we'll be able to make on our clients together," said CEO of Unlimited Group, Chris Mellish.

The acquisition is the latest in Accenture Song's continued investment in its marketing capabilities, following the acquisitions of The Lumery, GemSeek, Mindcurv, Work & Co, Rabbit's Tale, Concentric Life, Fiftyfive5 and The Stable. The nearly 600 employees of Unlimited will join Accenture Song's UK team, aligned to the marketing practice under Bill Scott, marketing practice lead, UK, Ireland and Africa, Accenture Song.

"We're delighted to welcome Unlimited into Accenture Song. We have a shared vision for the future of CRM combined with the power of generative AI to enable the delivery of ever more relevant and impactful customer experience. Our values are wholly aligned, and we look forward to creating value and growth for our clients together," said Accenture Song's UK, Ireland and Africa lead, Sohel Aziz.

The terms of the transaction were not disclosed.