Accenture Song, the tech-powered creative group of Accenture (NYSE: ACN), has acquired The Lumery, a Melbourne-based marketing technology (martech) consultancy that helps leading organizations deliver seamless customer experiences and transform their marketing services, a company announcement noted.

The acquisition will enhance Accenture Song’s marketing transformation capabilities and offerings in Australia, such as personalization, CRM and loyalty, testing and experimentation and automation.

The Lumery, founded in 2017, provides industry and platform consulting services, integrating software, data and analytics to help clients navigate the constantly changing and fragmented customer experience. The Lumery works with clients across consumer goods and services, financial services, public sector, retail and resources.

Its team of approximately 80 people across its offices in Melbourne, Sydney and Bengaluru, India, will join Accenture Song’s Marketing practice.

Mark Green, Australia and New Zealand lead at Accenture Song, said: “The acquisition of The Lumery reflects our continued investment to help businesses in Australia respond to rapid changes in martech, especially with the rise of generative AI. The Lumery has a distinct ability to help clients transform through connected marketing and technology investments to drive customer growth. Together, we share a goal of helping organizations transform through tech-powered creativity, data intelligence, and industry expertise.”

Rajan Kumar, co-founder and CEO of The Lumery, said: “Joining Accenture Song is a monumental step in our journey forward as we scale our expertise globally. Building compelling customer experiences requires not only technology, but also creativity, modern ways of working, and ever-evolving customer data. 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.”

Businesses are urgently seeking ways to show up meaningfully for their customers across touchpoints. More than half of global consumers wish companies would respond faster to their changing needs and expectations. Global spending on martech is expected to soar by 64% to $216 billion in 2027.