Global consulting and professional services company Accenture (NYSE: ACN) is set to acquire Rabbit’s Tale, a renowned creative and digital experience agency based in Bangkok. The move is aimed at enhancing Accenture Song’s regional creative, brand, and data capabilities, empowering clients to develop and optimize digital experiences across the customer lifecycle for sustainable growth in Thailand.
Recognized as one of Thailand’s leading advertising agencies, Rabbit’s Tale has garnered accolades, including being named among the top three agencies of 2022 at the Adman Awards by the Advertising Association of Thailand. The agency is known for crafting impactful brand strategies, driving digital content, and executing data-driven experiences for influential brands across various sectors.
Thailand, being one of the top three focus markets in the Asia Pacific region, has witnessed a substantial increase in digital ad spending, reaching a thriving $3.6 billion in 2022—a 9.12% increase from the previous year.
Thomas Mouritzen, Southeast Asia lead for Accenture Song, stated, “Rabbit’s Tale will add more firepower to Accenture Song’s regional market excellence and business strategy, leveraging data, innovation, and creativity. This reaffirms our unwavering investment and commitment in Southeast Asia, enhancing our offerings, capabilities and talent base to help clients achieve tangible outcomes in their brand, marketing and experience transformation journeys.”
The acquisition aligns with the evolving expectations of consumers and employees, driving businesses to seek partners capable of delivering unique and powerful engagement. Rabbit’s Tale’s expertise will contribute to Accenture Song’s regional market excellence, combining data, innovation, and creativity to meet the demands of an ever-changing digital landscape.
Patama Chantaruck, country managing director, Thailand at Accenture, highlighted that the acquisition would empower local businesses, nurture homegrown talent, and strengthen Thailand’s private sector with innovative solutions to complex challenges.
Rabbit’s Tale, founded in 2010, specializes in digital customer experience solutions, offering services such as retail experiences, customer relationship management, loyalty programs, hyper-personalized marketing, experience designs, and digital platform development. The approximately 120 employees of Rabbit’s Tale will join Accenture Song in Thailand, reinforcing Accenture’s capabilities to guide clients through transformative change.
This strategic move follows Accenture Song’s previous acquisitions in Southeast Asia, including Romp and Entropia, demonstrating a commitment to supporting clients in their growth, innovation, and relevance initiatives.
The terms of the transaction have not been disclosed, and the completion of the acquisition is subject to customary closing conditions.
