Song Analyst Recognition

Everest Group has positioned Accenture Song as the highest-designated leader on the Vision and Capability axis in its Marketing Services PEAK Matrix® Assessment 2025.

For this competitive report, Everest Group assessed 30 leading marketing service providers. According to the research, buyers praise Accenture’s innovation, domain expertise and delivery model. Other Accenture Song strengths contributing to our leadership positioning include:

• Wide range of marketing services, including content management, campaign performance, omnichannel experience and marketing ecosystem management.
  
  
• Strong suite of in-house solutions including the Unified Marketing Platform, a suite of gen AI–driven and data-related solutions strengthened by agentic architecture; and SynOps, which offers dynamic personalized experiences, work automation, ecosystem connectivity and advanced analytics.
  
  
• Significant investment in gen AI–driven solutions including Derivio (Derivative Content Generation), InstructGen, CRISP, Ai-retail, CPG.ai and Intelligent Content Advisor.
  
  
• Enhancing AI capabilities through partnerships with OpenAI, Scale, and Microsoft as well as acquisitions of Martian, Cresta.AI and Ammagamma.
  
  
• Additional acquisitions that add to our marketing services capabilities including the Lumery, a martech consultancy; Unlimited, a customer engagement agency; and GemSeek, an analytics provider.

Those designated as Leaders in this research have “end-to-end capabilities across the marketing services value chain including creative production, media services, content management, CX strategy and design, loyalty services, commerce and data and analytics,” including strong advisory and strategy services to augment marketing services. In addition, Leaders have “built a strong and balanced delivery portfolio with a significant presence in all major geographies and workforce that is adept in multiple languages.”

Accenture Song, the world’s largest tech-powered creative group, blends creativity, innovation and technology to push the boundaries and build relevance.

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Licensed extracts taken from Everest Group’s PEAK Matrix® Reports, may be used by licensed third parties for use in their own marketing and promotional activities and collateral. Selected extracts from Everest Group’s PEAK Matrix® reports do not necessarily provide the full context of our research and analysis.  All research and analysis conducted by Everest Group’s analysts and included in Everest Group’s PEAK Matrix® reports is independent and no organization has paid a fee to be featured or to influence their ranking.  To access the complete research and to learn more about our methodology, please visit Everest Group PEAK Matrix® Reports. 

About Everest Group
Everest Group is a leading global research firm helping business leaders make confident decisions. Everest Group's PEAK Matrix® assessments provide the analysis and insights enterprises need to make critical selection decisions about global services providers, locations, and products and solutions within various market segments. Likewise, providers of these services, products, and solutions, look to the PEAK Matrix® to gauge and calibrate their offerings against others in the industry or market. Find further details and in-depth content at www.everestgrp.com.

Everest Group has positioned Accenture as a Leader in its Marketing Services PEAK Matrix® Assessment 2024.

For this research, Everest Group assessed 34 marketing services providers. Accenture is the highest Leader on the Vision and Capability axis and the highest leader on the Market Impact axis.

Per the report, “Accenture merged most of its marketing agencies to form Accenture Song, one of the largest technology-powered marketing service providers in the world.”

Accenture strengths cited in the report include:

• A proprietary technology stack of 100+ marketing solutions that supports marketers throughout the customer journey.
  
  
• 40+ third-party relationships to cater to its clients, including being one of the largest global partners for Adobe and Salesforce.
  
  
• Generative AI as a key focus area with strategic investments in proprietary tools such as generative AI content supply chain, CPG.Ai, and AI-Retail along with third-party partnerships with providers including Microsoft and Open AI.
  
  
• A full suite of sustainability services including strategy consulting, measurement and analytics, and sustainable customer experience.

The report also noted that, “Buyers laud Accenture Song’s process expertise, innovation, and flexible delivery model.”

Accenture’s Marketing & Experience services are designed to help clients create distinctive customer experiences and build the operational resilience to react fast to change. Services include Intelligent Marketing Performance; Brand, Creative and Marketing Strategy; Marketing Content and Campaign Activation; Product & Service Innovation; and Customer Service.

IDC MarketScape has named Accenture as a Leader in two IDC MarketScape reports:

• IDC MarketScape: Worldwide Experience Design Services 2023-2024 Vendor Assessment (doc #US49988123, December 2023)
  
  
• IDC MarketScape: Worldwide Experience Build Services 2023-2024 Vendor Assessment (doc #US49988323, December 2023)

According to the IDC MarketScape reports, “Accenture's design capabilities are backed by some of the broadest and deepest capabilities on the market in consulting and IT services, including a strong network of innovation centers. Accenture has broad and deep capabilities in experience design through Accenture Song, including leading-edge experience design capabilities, and has strong capabilities in service design. Based on conversations with Accenture's clients, the three areas where, on average, clients commended Accenture most highly were design excellence, people quality, and vendor differentiation.”

“We believe the IDC MarketScape recognition of Accenture as a Leader in worldwide experience design and build services showcases our dedication to delivering innovative solutions that enhance business growth and relevance. Our goal is to deliver value for our clients using creativity, technology and deep industry knowledge so we are thrilled to have this recognized in such a prestigious evaluation of our experience design and build offerings.” – Olof Schybergson, Accenture Song Design & Digital Products Global Lead.

Accenture has been positioned in Horizon 3, which is the strongest positioning in the HFS Horizons Report – Digital Marketing and Sales Service Providers, 2023. This indicates that Accenture has the ability to drive a “OneEcosystem” synergy driving completely new sources of value.

This HFS Horizons report for digital marketing and sales services examines the capabilities of 9 service providers and paints the supplier landscape across the three HFS Horizons. It evaluates the capabilities of service providers across a range of dimensions to understand the “Why” (value proposition), “What” (execution and innovation capabilities), “How” (the Go-to-Market strategy), and “So What” (market and client impact) of their service offerings.

HFS highlighted Accenture’s strengths including:

• Approach to digital marketing and sales services: Accenture has a structured innovation framework, “Connected Innovation.” Its digital marketing and sales services are clubbed under what Accenture calls “Growth Services,” which provide a comprehensive view of enterprises’ needs to generate revenue.
  
  
• Key differentiators: Accenture’s N3 acquisition provided a significant capability of the B2B sales space. Accenture’s complementary consulting and agency capabilities are true differentiators, particularly the Accenture Song arm of the business (formerly Accenture Interactive), which enables its significant consulting, design, and creative expertise.
  
  
• Technology innovation: SynOps is a comprehensive integrated platform bringing together diverse data, work orchestration, human + machine and insights, giving sellers relevant industry specific insights.
  
  
• Customer kudos: Clients mention Accenture as their trusted partner that integrates into their environment as part of their team. Clients also appreciate Accenture for its flexibility and ability to understand their business models.

Accenture has been strongly positioned as the Overall Leader in the Everest Group Marketing Services PEAK Matrix™ Assessment 2023.

According to Everest, Accenture is one of the leaders “across all major geographies” and has “a strong presence across major industries”.

Everest highlighted Accenture’s strengths and states that it is one of the largest global providers of marketing services with 28,000+ FTEs. Its strong marketing services capabilities are supplemented by its robust consulting and strategy practice, and the fast-paced growth of Accenture Song has helped it further expand its client portfolio.

Accenture follows a delivery model where agencies under Accenture Song handle judgment-intensive processes such as creative, CX strategy, and media, while offshore and nearshore facilities under Accenture Operations manage delivery – enabling it to offer economical and localized services.

Furthermore, Everest states that Accenture has built a comprehensive ecosystem of analytics and digital solutions/tools backed by its AI-powered operating engine SynOps with four experience layers, which offer its clients a single and easy-to-use digital experience to activate service delivery. It also leverages 40+ third-party partnerships to cater to its clients and is one of the largest global partners for Adobe and Salesforce.

It continues to make investments in metaverse-related capabilities such as 3D content creation and management systems, training its workforce in skills relevant to the metaverse, and collaborating with clients across industries to develop relevant use cases.