Breaking down Accenture Song's latest deal
Accenture Song acquired Superdigital, a 40-person social and influencer marketing agency, to strengthen its capabilities in channels where marketers are increasingly directing spending.
Accenture Song Acquires Superdigital
Deal Overview
Accenture Song acquired Superdigital, a 40-person U.S.-based social and influencer marketing agency. The deal terms were not disclosed.
Key Details
Superdigital brings influencer marketing capabilities including work with content creators and sports celebrities. The agency has approximately $20 million or less in revenue, with roughly 70-80% of its business concentrated with Microsoft as a client.
Market Implications
According to M&A advisor Michael Seidler, "For sure, they're going to need more" additional deals in this space. Seidler noted that Superdigital focuses primarily on influencer marketing rather than broader social media services, suggesting Song will continue expanding its capabilities in this area where marketers are increasingly directing spending.
Strategic Context
This acquisition reflects Accenture Song's strategy to strengthen its social and influencer marketing offerings at a time when brands are prioritizing these channels. The relatively small size of Superdigital positions it as a bolt-on acquisition to enhance Song's existing capabilities rather than a transformative deal.
Source: Ad Age - Read original article