Accenture to Acquire Creative and Digital Experience Agency Rabbit’s Tale in Thailand

The company said the move will significantly strengthen the regional creative, brand, and data capabilities of Accenture Song.

Accenture announced that it will acquire a Bangkok-based creative and digital experience agency, Rabbit’s Tale. The company said the move will “significantly strengthen the regional creative, brand and data capabilities of Accenture Song” adding that it will help clients build and optimize digital experiences across the entire customer lifecycle for growth in Thailand.

Named among the top three agencies of 2022 at the Adman Awards by the Advertising Association of Thailand, Rabbit’s Tale has grown brands across consumer goods & services, automotive, communications and media, financial services, and digital and technology sectors, including Honda Motorcycle, CP Group, Ajinomoto, Doi Kham, GQ Apparel, Electrolux, Neo Corporate and Siam Commercial Bank.

The move will take advantage of the growing importance of digital ad spending for brand differentiation and customer connection. Thailand is one of the top three focus markets in the Asia Pacific region, and its digital ad spend increased by 9.12% from 2021 to reach a thriving US$3.6 billion in 2022.


“Consumer and employee expectations have drastically changed, leading businesses to seek partners with the scale and skills for delivering unique yet powerful engagement and connections. They are also looking for creative solutions and transformative programs to advance growth,” said Thomas Mouritzen, Southeast Asia lead for Accenture Song.

“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.”

 Patama Chantaruck, country managing director, Thailand at Accenture, added: “Technology, when integrated with creativity, can significantly enhance how businesses interact with their customers and people, driving differentiation and fostering greater customer satisfaction and loyalty.

Rabbit’s Tale’s talent and expertise will strengthen our positioning to help grow Thailand’s private sector with unparalleled solutions to some of its most complex challenges. Our combined talent and expertise will propel Thailand as a thriving hub of technological advancement and digital innovation in the region.”


Founded in 2010, Rabbit’s Tale offers digital customer experience solutions, from retail experiences to customer relationship management and loyalty programs, hyper-personalized marketing to experience designs and digital platform development. Rabbit’s Tale’s team of approximately 120 employees across advertising, data & interactive and customer experience solutions business groups will join Accenture Song in Thailand and build upon Accenture’s world-class strategy, design, performance, technology and large-scale operations capabilities to help clients navigate and create transformational change.

Sunard Thanasanaksorn, CEO of Rabbit’s Tale, said: “To combine unconventional creativity and breakthrough technology to solve our clients’ problems have always been our aspiration. We are thrilled that our next chapter of growth will be with Accenture Song, where its industry-leading position and creativity-led approach backed by data and technology has helped businesses across industries set new benchmarks.

Rabbit’s Tale is the third acquisition that Accenture Song has made in Southeast Asia after Romp and Entropia.

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