The Monkeys To Be Renamed As Accenture Song In Global Agency Rebrand

The Monkeys To Be Renamed As Accenture Song In Global Agency Rebrand

Accenture Interactive has announced all its global creative agencies – including Australia’s very own gift to the advertising world, The Monkeys – will now be known as Accenture Song.

The New York-based Accenture has announced all its agencies around the world will now be known by the new name, the exception being its flagship agency Droga5 that will continue under its original title.

The move will impact such famous creative houses as not only our esteemed The Monkeys but the likes of Karmarama, too.

With the news breaking overnight, B&T has not yet had the opportunity to seek comment from The Monkeys’ management here in Australia.

The Monkeys’ Sydney office

Accenture Interactive bought The Monkeys for a reported $A63 million in 2017. Much of the agency’s key people have remained with the group, including co-founder Scott Nowell and group CEO Mark Green. However, fellow co-founder, Justin Drape, quit the business in June last year.

Accenture Interactive said of the rebrand: “The move reflects the company’s post-pandemic world-class services that reinvent customer connections, sales, commerce and marketing and business innovation to meet clients’ accelerated demand for business growth through sustained customer relevance at the ever-changing speed of life.”

Aussie David Droga, CEO and creative chairman of Accenture Song, added: “Accenture Song symbolises the post pandemic growth journey we’re on with our clients.”

Droga sold his agency, Droga5, to Accenture in December 2019 for a reported $US475 million ($A661 million).

He added: “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.

“We have the best talent in the business — people who will help shape the futures of many industries. Combining the forces of creativity and technology help us not only see problems differently, but also solve them with simplicity and scale. As Accenture Song, our opportunities are boundless, both for our clients and for our people,” added Droga.

Accenture Song — which is projected to hit $US14 billion in revenue by the end of FY22 (August 31, 2022) — works with future-facing brands including Coinbase, General Mills’ Blue Buffalo and Shiseido. Additionally, Accenture Song is teaming with Capri Holdings, a global fashion, luxury group consisting of the iconic brands Versace, Jimmy Choo and Michael Kors to translate its rich in-store luxury shopping experience to a digital experience that aligns with the unique desires of their customers and accelerate sustainable growth.

Accenture Song continues to be on the leading edge of harnessing the on-going technology revolution with its deep understanding of customers and enterprises to create new growth frontiers and opportunities. Most recently, it announced the Accenture Metaverse Continuum services — with deeply skilled professionals and market-leading capabilities to design, execute and operate clients’ metaverse journeys.

Our more than 40 acquisitions from over the past decade will begin to go to market as Accenture Song to strengthen the group’s synergies in product innovation, experience design, marketing and commerce.   



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