Accenture Song acquires Work & Co., expanding its digital design capabilities

In a move to boost its digital design and technology portfolio, Accenture Song, the creative services arm of global consulting powerhouse Accenture, has sealed a deal to acquire Work & Co., a prominent digital design and technology agency based in Brooklyn, N.Y. The acquisition is set to close in late January, with undisclosed terms.

Work & Co. has built a solid reputation with high-profile clients such as Apple, Google, Pfizer, and the PGA Tour. This move aligns with Accenture’s focus on enhancing its capability to develop a wide array of digital products, including apps, chatbots, and e-commerce platforms.

According to David Droga, Chief Executive of Accenture Song, the acquisition will enable the company to connect with and serve global Chief Marketing Officers (CMOs) more effectively. Accenture, holding around 25 patents for generative AI technology, was particularly impressed by Work & Co.’s utilization of related tools in both consumer-facing projects and internal operations.

Work & Co., established in 2013, initially aimed to create standalone digital products. However, its scope expanded during the pandemic, emphasizing the increasing significance of online platforms for consumer interaction and shopping. Recent projects include the redesign of Gatorade’s e-commerce site and the development of Charley, a chatbot aiding individuals in accessing reproductive health services, following the Supreme Court’s decision on Roe v. Wade in 2022.

Michael Seidler, founder and CEO of Madison Alley, highlighted Work & Co.’s appeal to investors due to its client roster and founders’ tech-focused marketing backgrounds. Work & Co. attracted investment from Carlyle Group’s Europe Technology Partners and private equity firm Copley Equity Partners in 2020.

Work & Co. will become an integral part of Accenture Song’s design and digital product practice, with potential new roles for its principals within the larger organization. The agency will initially retain its name, eventually merging into Accenture Song.

Despite challenges in the digital advertising and consulting sectors, both Accenture and Work & Co. announced layoffs in early 2023. Nonetheless, Accenture Song, under Droga’s leadership, remains committed to seeking potential acquisitions, primarily focusing on data and e-commerce providers.

As the digital landscape evolves, this strategic acquisition positions Accenture Song to play a pivotal role in shaping the future of digital design and technology services on a global scale.