Accenture to acquire Rabbit’s Tale to bolster digital experience in Thailand

Accenture (NYSE: ACN) has reached an agreement to acquire Rabbit’s Tale, a prominent Bangkok-based creative and digital experience agency. This acquisition aims to significantly enhance the regional creative, brand, and data capabilities of Accenture Song, the world’s largest tech-powered creative group, boosting digital experience optimization across Thailand.

Rabbit’s Tale: A Leading Force in Thailand’s Advertising

Rabbit’s Tale, recognized as one of Thailand’s top advertising agencies, brings expertise in crafting impactful brand strategies, digital content, and data-driven experiences. The agency’s client portfolio includes influential brands across various sectors, including Honda Motorcycle, CP Group, and Siam Commercial Bank. This acquisition taps into the increasing importance of digital advertising for brand differentiation in Thailand, a key market in the Asia Pacific region.

Enhancing Digital Ad Spend and Customer Connection

Thailand’s digital ad spending, which grew by 9.12% to US$3.6 billion in 2022, highlights the market’s potential. Accenture’s move with Rabbit’s Tale is strategically positioned to capitalize on this growing market segment.

Strategic Expansion: Accenture to Enhance Southeast Asia Presence with Rabbit’s Tale Acquisition. Photo courtesy of ajay_suresh/Wikimedia Commons.

Accenture Song’s Commitment to Regional Excellence

Thomas Mouritzen, Southeast Asia lead for Accenture Song, emphasized the acquisition’s role in advancing growth through creative solutions and transformative programs. “Rabbit’s Tale’s addition will boost our regional market excellence and business strategy,” he stated.

Patama Chantaruck, country managing director of Accenture Thailand, added, “This acquisition is a milestone in empowering local businesses and fostering digital innovation in Thailand. Rabbit’s Tale’s expertise will significantly enhance our client offerings in the private sector.”

Rabbit’s Tale’s Digital Customer Experience Expertise

Founded in 2010, Rabbit’s Tale specializes in digital customer experience solutions. Its team of approximately 120 employees will join Accenture Song, augmenting Accenture’s capabilities in strategy, design, technology, and operations.

Sunard Thanasanaksorn’s Vision for the Future

Sunard Thanasanaksorn, CEO of Rabbit’s Tale, expressed enthusiasm for the new partnership. “Joining Accenture Song represents a significant step in combining creativity with breakthrough technology,” he said.

Accenture’s Strategic Acquisitions in Southeast Asia

This acquisition follows Accenture Song’s previous acquisitions in the region, including Romp and Entropia, and globally with ConcentricLife, Fiftyfive5, and The Stable, strengthening its ability to drive client growth and innovation.

Independent Operations of Zero Publishing Ltd and Rabbit’s Tale Public Relations

Notably, Zero Publishing Ltd and Rabbit’s Tale Public Relations are not part of the acquisition and will continue as independent entities, with Rabbit’s Tale Public Relations rebranding to Moonshot Digital Ltd.

The transaction’s terms are undisclosed, and its completion is subject to customary closing conditions.