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Our ambition is to be the go-to-destination for any business that has goals for sustained growth and customer relevance – from Fortune 50s to startups.
As Accenture Song, we bring to life the unlimited potential of imagination, technology, and intelligence. We deliver growth through relevance, at the speed of life. Success today for any organisation, including ours, depends on how relevant you can be to your customers and employees at any given moment. The speed of life is our lens, through which we examine the challenges inside a business and the opportunities in market and forces contributing to them.
We see around corners by connecting industry-expertise and analytical precision with ambitious, empathetic creativity.
We solve every challenge with impactful, scalable, tech-powered ideas that create meaningful value.
We simplify by turning our rigorous inputs into delightful outputs—and valuable human experiences.
The name Accenture “Song” is our homage to the most enduring and universal form of human connection, craft, and inspiration that can move people and mountains. The magical alchemy of imagination and technology, with the power to inspire, motivate, educate or simply exhilarate. From anyone to anywhere. It continues the company’s belief in creating meaningful experiences and ongoing relevance for our people and our clients.
We see around corners by connecting industry-expertise and analytical precision with ambitious, empathetic creativity.
We solve every challenge with impactful, scalable, tech-powered ideas that create meaningful value.
We simplify by turning our rigorous inputs into delightful outputs—and valuable human experiences.
The name Accenture “Song” is our homage to the most enduring and universal form of human connection, craft, and inspiration that can move people and mountains. The magical alchemy of imagination and technology, with the power to inspire, motivate, educate or simply exhilarate. From anyone to anywhere. It continues the company’s belief in creating meaningful experiences and ongoing relevance for our people and our clients.
From our own research, nearly 90% of C-Suites today say that the needs of customers and employees are changing faster than they can change their businesses.
Customer relevance and driving sustained growth is increasingly challenging for organisations. So, our clients’ needs have shifted significantly – moving away from siloed marketing and customer experience needs to a total convergence of the front office. This is a fundamental shift. Accenture Song is best positioned in the industry to help clients through this, but we needed to model the customer-centricity we advise.
Accenture Song is completely unique in what we offer clients, and we need to proactively offer clients that singular value proposition – and represent ourselves accordingly. With the opportunities in market, new integrated client offerings, and an operating model designed for collaboration, there is no better time than now to align under one name.
Accenture Song is completely unique in what we offer clients, and we need to proactively offer clients that singular value proposition – and represent ourselves accordingly. With the opportunities in market, new integrated client offerings, and an operating model designed for collaboration, there is no better time than now to align under one name.
As a more united collective, we can work together more effectively and with the power of one to share knowledge, skills, briefs, and projects as appropriate.
In addition, we can make more informed market-wide and global decisions about where and how to grow capabilities, minimising duplication.
Creating a singular value proposition and aligning our offerings more to client needs and their buying structure will empower us to capture more opportunities and increase our wins. Although we have an unrivalled breadth of world-class capabilities, only 25% of our deals bring them all together in a meaningful way. Due to our lack of connectivity across capabilities, only 1 in 5 of our developed propositions move to execution and value realisation.
We have not been delivering to our full potential or achieving scaled impact for ourselves or our clients. Therefore, you – our people – do not get the opportunities to do work that is meaningful, impactful, and combines your superpowers and talents. As Accenture Song, more integration will lead to bigger, bolder opportunities for incredible work.
Creating a singular value proposition and aligning our offerings more to client needs and their buying structure will empower us to capture more opportunities and increase our wins. Although we have an unrivalled breadth of world-class capabilities, only 25% of our deals bring them all together in a meaningful way. Due to our lack of connectivity across capabilities, only 1 in 5 of our developed propositions move to execution and value realisation.
We have not been delivering to our full potential or achieving scaled impact for ourselves or our clients. Therefore, you – our people – do not get the opportunities to do work that is meaningful, impactful, and combines your superpowers and talents. As Accenture Song, more integration will lead to bigger, bolder opportunities for incredible work.
Accenture Interactive is now Accenture Song – internally and externally in the global market.
Accenture Interactive as a name will be sunset. Acquired companies that have retained their brands in market will transition to Accenture Song, except for Droga5. The acquisition migration process to Accenture Song will complete later this year. See the Acquisitions Migration section below for more detail. Operationally, we will continue to follow the Operating Model rolled out in March.
We will all be going to market together as Accenture Song.
Everyone who was part of Accenture Interactive or Accenture Interactive’s acquired companies will operate, as of April 26, as Accenture Song.
For Accenture Song’s acquired companies who have maintained their brand names and currently reflect “part of Accenture Interactive” in structure and terminology, the transition to Accenture Song will begin April 26 and complete later this year. See the Acquisition Migration to Accenture Song section below for more detail. Droga5 will remain as-is. It will be designated as “Part of Accenture Song.”
For Accenture Song’s acquired companies who have maintained their brand names and currently reflect “part of Accenture Interactive” in structure and terminology, the transition to Accenture Song will begin April 26 and complete later this year. See the Acquisition Migration to Accenture Song section below for more detail. Droga5 will remain as-is. It will be designated as “Part of Accenture Song.”
There are two reasons for maintaining the Droga5 brand today.
1.
We need a conflict agency to provide the best service to our clients. Instead of creating a new brand for conflict, we are keeping an existing brand as a conflict agency for all our global markets.
2.
Droga5 has the farthest-reaching market recognition of our current advertising agency brands.
A “conflict agency” is important in advertising to provide potential clients with a creative agency separate from their competitors. Unlike in consulting or even design where working with multiple clients in an industry vertical is seen as a positive influence on expertise, in the advertising business clients expect to be able to work with an agency not directly serving their competition. Having both the creative teams within Accenture Song and Droga5 means we can continue to say yes to exciting client opportunities.
We may find a new way to manage conflict and serve our clients in the future. For now, Droga5 is the most effective solution to manage advertising conflict for our global clients.
Our focus, and the shared ambition of Julie Sweet and David Droga, is to foster and grow Accenture Song. New hires and new offices will primarily be focused on Accenture Song.
We need a conflict agency to provide the best service to our clients. Instead of creating a new brand for conflict, we are keeping an existing brand as a conflict agency for all our global markets.
2.
Droga5 has the farthest-reaching market recognition of our current advertising agency brands.
A “conflict agency” is important in advertising to provide potential clients with a creative agency separate from their competitors. Unlike in consulting or even design where working with multiple clients in an industry vertical is seen as a positive influence on expertise, in the advertising business clients expect to be able to work with an agency not directly serving their competition. Having both the creative teams within Accenture Song and Droga5 means we can continue to say yes to exciting client opportunities.
We may find a new way to manage conflict and serve our clients in the future. For now, Droga5 is the most effective solution to manage advertising conflict for our global clients.
Our focus, and the shared ambition of Julie Sweet and David Droga, is to foster and grow Accenture Song. New hires and new offices will primarily be focused on Accenture Song.
We are refreshing our positioning to better meet the opportunity in the market and represent our singular value proposition to clients.
Our clients know us for delivering growth via our spectrum of customer-relevant craft and capabilities. There's tremendous talent, technology, tools, and creativity across Accenture Song that can be unified to unlock growth for clients. Simply put, we needed to catch up to what we truly offer by unifying our unique value proposition under one name.
Clients will continue to partner with the people they know and trust, with leaders who will now ultimately be more connected into, and encouraged to unleash the potential of, Accenture Song and Accenture to provide new solutions for them.
The day-to-day client experience will not fundamentally change – but we do hope this will make it easier for clients to engage us and understand our portfolio of services. As an integrated Accenture Song team, we can offer solutions and deliver results in completely new ways for our clients. Ultimately, current and future clients will benefit from teams that are even better connected and can create maximum impact.
Clients will continue to partner with the people they know and trust, with leaders who will now ultimately be more connected into, and encouraged to unleash the potential of, Accenture Song and Accenture to provide new solutions for them.
The day-to-day client experience will not fundamentally change – but we do hope this will make it easier for clients to engage us and understand our portfolio of services. As an integrated Accenture Song team, we can offer solutions and deliver results in completely new ways for our clients. Ultimately, current and future clients will benefit from teams that are even better connected and can create maximum impact.
We have an incredible opportunity now to become the market leader for driving growth through relevance.
Representing a unified mission was always the vision behind Accenture Interactive, and for our acquired companies. A holding company model was not the intent.
As Accenture Song, we remain just as specialised since each of our talented teams will continue to hone and deliver their unique craft.
Their skills and specialisations are not being diluted in any way by going to market as Accenture Song. The objective is to retain and scale this talent, not minimise.
By going to market as Accenture Song, we can be a greater force in the industry and deliver maximum impact for our clients. Rather than losing our specialisations, we are highlighting them across the portfolio to ensure start-to-end outcomes. Accenture Song will be the only place in the market clients can come for this level of all-encompassing service.
By going to market as Accenture Song, we can be a greater force in the industry and deliver maximum impact for our clients. Rather than losing our specialisations, we are highlighting them across the portfolio to ensure start-to-end outcomes. Accenture Song will be the only place in the market clients can come for this level of all-encompassing service.
The launch of Accenture Song is the next phase in evolving our unique value proposition, which began with new Customer Offerings and Operating Model.
We will continue to mature the Customer offerings for client readiness and activation in market, and to advance the Operating Model by completing team structures.
We will begin installation on April 26 of new Accenture Song signage in current “Accenture Interactive”-branded office spaces.
Digital signage will be updated on April 26. Acquired companies’ office spaces will re-brand to Accenture Song per their migration completion, exact timing to be determined. See “Acquisition Migrations” section below. If relevant, digital signage in acquired companies’ office spaces will update to reflect “Part of Accenture Song” the week of April 26.
Accenture.com, the Interactive internal portal, and Interactive social channels will being rebranding on April 26. Acquired companies’ digital assets will rebrand as relevant to “Part of Accenture Song” the week of April 26.
Where you may currently have or would use an acquisition name, starting April 26th please use “NAME | part of Accenture Song” until the migration of the legacy company name.
You can update your personal email signatures, LinkedIn profiles, etc. as soon as you like.
Existing market-facing materials, such as thought leadership, will not be re-branded. Case studies today are branded as Accenture and will remain so.
As of April 26, the name “Accenture Interactive” should not be applied anywhere, either in internal or client-facing material. Anywhere you may currently have or would use Accenture Interactive, please use “Accenture Song.” Note that we will not using “Song” as a stand-alone name. All branding should state Accenture Song.
Accenture.com, the Interactive internal portal, and Interactive social channels will being rebranding on April 26. Acquired companies’ digital assets will rebrand as relevant to “Part of Accenture Song” the week of April 26.
Where you may currently have or would use an acquisition name, starting April 26th please use “NAME | part of Accenture Song” until the migration of the legacy company name.
You can update your personal email signatures, LinkedIn profiles, etc. as soon as you like.
Existing market-facing materials, such as thought leadership, will not be re-branded. Case studies today are branded as Accenture and will remain so.
As of April 26, the name “Accenture Interactive” should not be applied anywhere, either in internal or client-facing material. Anywhere you may currently have or would use Accenture Interactive, please use “Accenture Song.” Note that we will not using “Song” as a stand-alone name. All branding should state Accenture Song.
Use these guidelines to update your signature, Teams backgrounds, and more.
Included in the article are links to the Accenture Song channel social posts - we encourage you to like, comment and share. There will also be a post in Sprinklr Advocacy (along with suggested copy) that you can adapt into your own voice and post on your personal channels. As always, please be thoughtful and use good judgement when posting or engaging on social media.
Talk to your People Lead if you have any questions about sharing publicly.
Talk to your People Lead if you have any questions about sharing publicly.