Established in 2010, Fiftyfive5 offers brand strategy and positioning, opportunity identification, innovation, pricing, CX, category strategy, and experience measurement and brand comms tracking


Fiftyfive5 acquired by Accenture. (Credit: Ssu/Wikimedia Commons)

Accenture has announced its acquisition of customer insights and advisory company Fiftyfive5 to bolster its customer intelligence capability in Australia and New Zealand.

The financial terms of the deal are not disclosed.

The acquisition is expected to boost Accenture Song’s capability to support customers in utilising data insights and performance marketing to expedite growth and innovation.

Established in 2010, Fiftyfive5 is said to have been providing customer insight optimised execution, customer insight-driven strategy, and performance measurement for some of the top brands in Australia and New Zealand.

The advisory firm offers brand strategy and positioning, opportunity identification, innovation, pricing, customer experience (CX), category strategy, and experience measurement and brand comms tracking.

The company has clients across consumer goods and services, financial services, health and public services, travel, digital and technology, and communications and media.

Fiftyfive5 managing partner Mark Sundquist said: “Accenture Song is one of the most interesting businesses that’s emerged in our space — a combination of creativity, technology and data. “

“We have a shared belief in the importance of customer insight and intelligence to underpin strategy, creativity and execution to fuel growth for our clients.

“Joining Accenture Song creates an exciting new opportunity for our team and the chance to deliver greater commercial impact for clients given the enhanced range of capability we can bring to the table.”

Following the transaction, Fiftyfive5 with its team of over 200 people across Australia, New Zealand, Singapore, and London will join Accenture Song.

Fiftyfive5 is expected to build upon Accenture’s performance, technology, strategy, design, and large-scale operations capabilities to better cater to its clients.

Accenture Song Australia and New Zealand lead Mark Green said: “Clients are struggling to keep up with the pace of change today. They are looking for creative solutions and strategic insights for growth.

“Fiftyfive5’s addition is timely. The team boasts powerful insights and deep customer understanding, which will significantly enhance Accenture Song’s customer intelligence capability.”

In September 2022, Accenture acquired a US-based supply chain consultancy and technology provider MacGregor Partners which specialises in intelligent logistics and warehouse management.