Accenture buys Melbourne martech consultancy The Lumery

Accenture has announced the acquisition of Melbourne-headquartered marketing technology (martech) consultancy The Lumery for an undisclosed fee.

Founded in 2017, The Lumery provides consulting services covering marketing advisory and planning, implementation across entire technology stacks, customer experience, customer data and marketing operations.

The firm services clients in the consumer goods and services, financial services, public sector, retail and resources sectors.

Accenture said the acquisition will strengthen the marketing transformation capabilities of its tech-focussed division Accenture Song and add to its offerings in Australia, such as personalisation, CRM and loyalty, testing and experimentation, and automation. 

The Lumery's team of approximately 80 people across its offices in Melbourne, Sydney and Bengaluru, India will join Accenture Song’s marketing practice. 

“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," said Rajan Kumar, co-founder and CEO of The Lumery.

"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."

"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 Lumery is Accenture Song's second acquisition in Australia, having previously acquired Sydney-headquartered market research firm Fityfive5 in December 2022.

“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 Mark Green, Australia and New Zealand lead at Accenture Song.

"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.” 

Accenture ANZ CEO Peter Burns said the acquisition will "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."