Accenture will acquire Rabbit’s Tale, a Bangkok-based creative and digital experience agency. The move will significantly strengthen the regional creative, brand and data capabilities of Accenture Song—the world’s largest tech-powered creative group—and help its clients build and optimise digital experiences across the entire customer lifecycle for growth in Thailand.
The move will take advantage of the growing importance of digital ad spending for brand differentiation and customer connection.
Thailand is one of the top three focus markets in the Asia Pacific region, and its digital ad spend increased by 9.12% from 2021 to reach a thriving US$3.6 billion in 2022.
“Consumer and employee expectations have drastically changed, leading businesses to seek partners with the scale and skills for delivering unique yet powerful engagement and connections. They are also looking for creative solutions and transformative programs to advance growth,” said Thomas Mouritzen, Southeast Asia lead for Accenture Song.
“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,” he added.
Patama Chantaruck, country managing director, Thailand at Accenture, said, “This acquisition will help Accenture empower local businesses and nurture homegrown talent to create meaningful and highly personalised digital experiences that cater to the unique needs and preferences of the local market.”
“Technology, when integrated with creativity, can significantly enhance how businesses interact with their customers and people, driving differentiation and fostering greater customer satisfaction and loyalty,” he said.
Patama also stated, “Rabbit’s Tale’s talent and expertise will strengthen our positioning to help grow Thailand’s private sector with unparalleled solutions to some of its most complex challenges. Our combined talent and expertise will propel Thailand as a thriving hub of technological advancement and digital innovation in the region.”
Recognised as one of Thailand’s most prominent advertising agencies, including being named among the top three agencies of 2022 at the Adman Awards by the Advertising Association of Thailand, Rabbit’s Tale brings credibility in crafting impactful brand strategies, driving digital content, and executing data-driven experiences.