Customer engagement agency Unlimited has been acquired by Accenture.

Unlimited, which claims to place data and a deep understanding of human behaviour at the core of its offering through its ‘human understanding lab’ and AI-powered digital insights platform LUCA, will become part of Accenture Song. 

Chris Mellish, CEO of Unlimited, said “to be joining such an ambitious and forward-thinking strategic organisation is a massive moment for us”.

GP Bullhound was the exclusive financial advisor to Unlimited on the sale to Accenture.

“GP Bullhound’s support and deep digital marketing expertise was essential for us to reach this outcome,” added Mellish.

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Simon Nicholls, partner, and Ravi Ghedia, managing director at GP Bullhound commented: “This transaction reflects the high demand we see for strong integrated CRM capabilities.

“By combining CRM activation with behavioural science and the power of generative AI, there is a real opportunity to drive relevant customer experience and engagement.”

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