Accenture, a leading IT technology services and consultancy firm, has decided to acquire Romp, an Indonesian brand and experience firm famous for its unique services in branding, creative, and performance marketing. This acquisition will improve Accenture Song’s (previously Accenture Interactive) capacity to provide customers in Southeast Asia with tech-driven and creative brand experiences.

Romp, one of Indonesia’s top three most innovative and diverse agencies, has deep local understanding and proficiency in brand messaging, design, and digital operations. It has effectively altered brands of all sizes and across industries, including Telkomsel, Indofood, Danone, Kimberly-Clarke Softex, Grab, Google, and Godrej.

Thomas Mouritzen, Accenture Song’s Southeast Asia Lead, said, “Accenture Song aims to be our clients’ go-to partner as they reimagine their business to achieve long-term growth. Our deep understanding of consumers and businesses, combined with Romp’s outstanding brand capabilities, will broaden our ability to harness the ongoing technology revolution for consumers and brands. This is a powerful proposition for our clients seeking to win with innovative thinking and connected capabilities in Southeast Asia.”

Accenture Song’s decision to purchase Romp will strengthen its brand and marketing skills, enhancing its capacity to assist clients in embracing new frontiers like the metaverse and developing into relevant, experience-led businesses. Additionally, it strategically aligns with Accenture’s business strategy to assist Indonesian companies in seizing opportunities in a post-pandemic economy that is expected to experience significant growth. For example, Southeast Asia’s digital advertising market is expanding at the fastest rate in Indonesia, and the country’s e-commerce market is predicted to reach $53.8 billion by 2025.

Divyesh Vithlani, Senior Managing Director and Southeast Asia market unit lead at Accenture, said, “The growth of the digital economy in Southeast Asia is pushing brands to create meaningful experiences to meet customers’ needs. Companies are increasingly looking to tap artificial intelligence, data and technology to drive creative content. Romp’s expertise with Accenture’s scale will enable us to deliver this excellence in a way that’s unique to the region.”