Accenture Song acquired social-first agency Superdigital; financial terms were not disclosed. Superdigital, founded in 2013 and based in Florida, has over 40 employees and specializes in social strategy, community building, and short-form video, with clients such as Welch's, Microsoft and Nerf. The acquisition aims to bolster Accenture Song’s native social content and community-building capabilities as marketers shift spend to social and influencer channels. Generative AI is accelerating content demands, increasing pressure on CMOs to produce more content faster while managing risks from nascent AI tools, and linear TV continues to decline for younger audiences.
Social media is nothing new, but the demand for social-first marketing strategies tailored to platforms like TikTok continues to climb. Accenture Song sees acquiring Superdigital as a way to refine its capabilities in areas such as community building and crafting native social content as it looks to stay ahead of the industry curve. The rise of generative AI has further sped up the already fast pace of social, with CMOs feeling pressure to produce more content, quicker, while avoiding pitfalls typically associated with the nascent technology.
Accenture Song, the marketing services division of consultancy Accenture, has acquired social-first agency Superdigital, according to a press release. Financial terms of the deal were not disclosed. Founded in 2013, Superdigital is credited for its expertise in social strategy, community building and content production, with a specialization in areas like short-form video. The Florida-based shop has over 40 employees and has worked with clients including Welch's, Microsoft and Nerf. The acquisition responds to social media's growing importance for CMOs as well as the impact of artificial intelligence (AI) on the industry.
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