In response to an increasing demand from clients for creator marketing, Accenture Song, the marketing division of consulting behemoth Accenture, has acquired Superdigital, a social and influencer agency based in the United States. The acquisition details were exclusively shared with ADWEEK, although the financial terms were not disclosed.

According to Sean Lackey, who leads marketing operations in the Americas for Accenture Song, this acquisition solidifies social media’s role as a comprehensive marketing platform. Lackey mentioned that social media is evolving into more than just a platform for brand engagement; it now serves as a crucial element in end-to-end marketing strategies, encompassing brand building, engagement generation, and driving sales.

Established in 2013, Superdigital is recognized for its expertise in creator collaborations, short video content creation, and production of content tailored for social media platforms. The agency caters to clients in various sectors such as technology, consumer goods, gaming, and entertainment. The 40-member strong team from Superdigital will merge with Song’s marketing division and collaborate with Droga5 alongside other teams focusing on CRM, social media, content creation, data analytics, and advertising.

Lackey emphasized that bringing Superdigital on board aims to enhance existing social marketing capabilities rather than introducing entirely new ones. This move is intended to strengthen their core operations since social media often plays a pivotal role in marketing strategies.

While both companies did not disclose specific overlapping clients, they highlighted their work with Microsoft brands like Windows and Xbox on their respective platforms. This acquisition follows a series of strategic moves made by Accenture Song over the past couple of years in areas such as creative design and customer relationship management (CRM). Some notable acquisitions include Work & Co (design firm), Unlimited (UK-based customer engagement agency), SOKO (Brazilian creative agency), and Yumemi (Japanese digital product studio).

Lackey emphasized that Superdigital’s unique focus on end-to-end social media and influencer marketing aligns well with Accenture Song’s vision for the future of marketing. He mentioned the cultural alignment between the two companies regarding the direction of marketing practices.

Accenture Song differentiates itself from competitors by emphasizing seamless collaboration among its teams. This integrated approach allows them to deploy resources efficiently to meet client needs at any given time. Furthermore, their commerce and artificial intelligence (AI) capabilities will be integrated into their influencer campaigns.

Lackey highlighted that AI plays a central role across all aspects of Song’s social media strategy – from identifying target audiences to crafting content strategies, content production processes, and performance evaluation.

Ultimately, the success of this acquisition will be gauged based on the impact it has on clients’ businesses. Lackey stressed the importance of delivering tangible growth through these enhanced capabilities for their clientele.

Superdigital’s integration into Accenture Song coincides with a shift in leadership structure – Ndidi Oteh taking over as global CEO from September 1st onwards and Ami Palan being appointed as head of operations for the Americas region.