Accenture announces the acquisition of Unlimited, which will become part of Accenture Song.

This acquisition will strengthen Accenture Song's ability to evolve its offerings and make the most of generative AI.

' With deep expertise in behavioral science, customer strategy and CRM activation, the acquisition of Unlimited strengthens Accenture Song's capabilities to drive marketing transformation, relevance and growth for its clients' says the group.

Dame Annette King, global head of marketing practice at Accenture Song, said: 'There are few agencies that have proved as impressive as Unlimited over the past few years. The world of CRM is more crucial than ever for brands, and there's no better partner for that than AI-powered generative creativity'.

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