Accenture Song has acquired Superdigital, a US-based social and influencer agency, integrating its 40+ creators and strategists into Song's marketing practice to expand from community strategy to content and commerce. Superdigital specialized in short-form video and social-native creative for tech, consumer goods, gaming and entertainment clients. The acquisition follows recent Song additions like Unlimited, Work & Co and Soko and reflects a trend of larger networks buying independents to boost influencer and social capabilities. Marketers face pressure to prove ROI as consumer attention fragments, driving higher CMO budgets toward social and influencer marketing. Industry forecasts place influencer spend above $24bn this year, making social a core driver of reach, trust and conversion. Consolidation is expected to reduce the number of independent specialist shops.
Accenture Song has acquired Superdigital, a US-based social and influencer agency, at a time when marketers are struggling to keep pace with the speed, cost and cultural fluency of social. CMOs are under pressure to prove ROI in a channel where consumer attention keeps fragmenting and that has made independent influencer shops both highly valuable and increasingly vulnerable to consolidation.
The move continues a run of deals at Accenture Song, which has recently added Unlimited, Work & Co and Soko to its roster. It also reflects a wider trend: independents with strong influencer and social credentials are being acquired by larger networks eager to shore up capabilities in an area where client expectations and budgets are accelerating. "Social is often the first touchpoint for consumers, which makes it the battleground for brand relevance," said Sean Lackey, Accenture Song's Americas marketing lead.
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