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Accenture acquires Rabbit’s Tale to bolster Thailand’s creative digital experience scene

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Azunta Gaviola

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6 months ago

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Bangkok, Thailand – Accenture, a leading global supplier of professional and consulting services, officially announced that it has acquired Rabbit’s Tale, a creative and digital experience agency located in Bangkok. This acquisition marks the debut of a more engaging and customised digital experience in Thailand and throughout the customer lifecycle. 

Through this acquisition, the two will further develop Accenture Song’s regional creative, brand, and data capabilities, with a common vision of aiding customers in building and optimising digital experiences, hence driving success in Thailand.

Said initiative seeks to capitalise on the growing importance of digital ad spending for brand distinction and consumer interaction.

In addition, with Rabbit’s Tale’s extensive portfolio of impactful brand strategies, digital content, and data-driven experiences, they are well-positioned to integrate digital customer experience solutions ranging from retail experiences to customer relationship management and loyalty programmes, hyper-personalised marketing to experience design and digital platform development.

Following the acquisition announcement, Thomas Mouritzen, Southeast Asia lead at Accenture Song, said, “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 programmes to advance growth.”

“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.

Meanwhile, Patama Chantaruck, country managing director, Thailand at Accenture, shared, “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.

“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,” she concluded.

Sunard Thanasanaksorn, CEO at Rabbit’s Tale, also remarked, “To combine unconventional creativity and breakthrough technology to solve our clients’ problems has always been our aspiration. We are thrilled that our next chapter of growth will be with Accenture Song, where its industry-leading position and creativity-led approach backed by data and technology have helped businesses across industries set new benchmarks.”

The Rabbit’s Tale team will work along with Accenture Song in Thailand, maximising the benefits of the agency’s exceptional strengths in large-scale operations, technology, strategy, design, and performance.

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