Thailand-based Rabbit's Tale acquired by Accenture Song

Bangkok-based creative and digital experience agency Rabbit’s Tale has joined Accenture Song, formerly known as Accenture Interactive.

Founded in 2010, Rabbit’s Tale helps clients across Thailand and beyond with services around brand strategies, content, advertising, digital marketing, customer experiences, customer relationship management, and data insights.

As part of the deal with Accenture, Rabbit’s Tale roughly 120-person team will now become part of Accenture Song. “To combine unconventional creativity and breakthrough technology to solve our clients’ problems have always been our aspiration. We are thrilled to join Accenture Song,” said Sunard Thanasanaksorn, CEO of Rabbit’s Tale.

Patama Chantaruck, Country Managing Director for Thailand at Accenture, said that the deal will provide a significant boost to its capabilities in Thailand. “Rabbit’s Tale's talent and expertise strengthens our footprint. This acquisition will help Accenture empower local businesses and nurture homegrown talent to create meaningful and highly personalized digital experiences that cater to the unique needs and preferences of the local market.”

For Accenture Song, the deal is its third in Southeast Asia after Romp (2022) and Entropia (2021). Notable global acquisitions include ConcentricLife, Fiftyfive5 and The Stable.

Thomas Mouritzen, Southeast Asia lead for Accenture Song, stated: “Rabbit’s Tale will add more firepower to Accenture Song’s regional market excellence and business strategy, leveraging data, innovation, and creativity. This reaffirms our unwavering investment and commitment in Southeast Asia, enhancing our offerings, capabilities and talent base to help clients achieve tangible outcomes in their brand, marketing and experience transformation journeys.”

Accenture Song’s president for Growth Markets, Flaviano Faleiro, added: “Rabbit’s Tale’s creative and digital customer experience capabilities will enhance how we build and scale creative and digital customer experience solutions for clients in Thailand and Southeast Asia.”

Not included in the transaction are the two subsidiaries of Rabbit’s Tale, Zero Publishing and Rabbit’s Tale Public Relations. They will continue as independent businesses.