Accenture Song acquires Superdigital, boosting creator marketing & AI social
Accenture Song, the marketing and experience arm of consulting behemoth Accenture, has acquired Superdigital, a prominent U.S.-based social and influencer agency. This strategic move, revealed to Adweek, comes in direct response to escalating client demand for sophisticated creator marketing capabilities, though the financial terms of the deal remain undisclosed.
Sean Lackey, managing director and North America marketing practice lead at Accenture Song, emphasized that the acquisition underscores social media’s evolution into a comprehensive, full-funnel marketing channel. He noted that social platforms are no longer merely spaces for brand engagement but have become integral to the entire marketing journey, from brand building and fostering engagement to directly driving commerce.
Founded in 2013, Superdigital has built a strong reputation for its expertise in forging creator partnerships, producing engaging short-form video, and crafting social-native content. The agency boasts an impressive client roster spanning technology, consumer goods, gaming, and entertainment sectors. Its 40-person team will now integrate into Accenture Song’s broader marketing practice, collaborating with established entities like Droga5, as well as Song’s dedicated CRM, social, content, data, and media teams. Lackey clarified that the acquisition primarily serves to bolster Accenture Song’s existing social capabilities rather than introducing entirely new ones, aiming instead to create a more robust core, recognizing social’s pivotal role as the “tip of the spear” in modern marketing strategies. While Accenture did not specify overlapping clients, both companies have notably collaborated with Microsoft brands such as Windows and Xbox on their digital presences.
This acquisition marks the latest in a series of strategic deals for Accenture Song over the past two years, which have seen it expand its footprint across creative, design, and customer relationship management (CRM) domains. Previous acquisitions include design firm Work & Co, U.K. customer engagement specialist Unlimited, Brazilian creative agency SOKO, and Japanese digital product studio Yumemi. Lackey highlighted Superdigital’s distinct focus on full-funnel social and influencer marketing, citing a strong “cultural synergy” that aligns with Accenture Song’s vision for the future of marketing.
Looking ahead, Accenture Song aims to differentiate its social capabilities through the seamless interconnectivity of its integrated teams. Lackey explained that the firm’s unified single-P&L (profit and loss) structure enables it to deploy the most suitable talent at the optimal time for its clients. Furthermore, Accenture Song intends to deeply integrate its commerce and artificial intelligence (AI) capabilities into its influencer work. AI, in particular, is poised to underpin Accenture Song’s entire approach to social media, from the initial stages of audience identification and creative briefing to content production and performance measurement. Ultimately, the success of this acquisition will be gauged by its impact on client growth, specifically, how effectively these enhanced capabilities deliver meaningful results for the businesses Accenture Song serves.
The integration of Superdigital also coincides with a significant leadership transition within Accenture Song, as Ndidi Oteh is set to assume the role of global CEO on September 1, with Ami Palan recently appointed as the lead for the Americas.