Accenture Song is acquiring Sagacity, the London data consultancy that works for utilities, telecoms and banks, to strengthen its data and AI offer in the UK and Ireland.
Accenture Song has agreed to buy Sagacity, the London data consultancy, adding more than 140 data specialists to its UK and Ireland business. The price was not disclosed, as Decision Marketing reported on Wednesday.
Sagacity was founded in 2005 by the siblings Anita and Harry Dougall with Malka Townshend, and works mainly for utilities, telecoms and financial services companies on customer data. It bought the data company REaD Group in 2022 and folded it into its own brand. It has been little known in the marketing world despite its size, and there had been speculation for some time that it was looking for a buyer.
Sohel Aziz, senior managing director of Accenture Song in the UK and Ireland, said clients “are increasingly looking to connect data, AI and operations to drive growth”. Anita Dougall, Sagacity’s chief executive, called the deal an opportunity “to accelerate the impact of our people, data and technology”.
Accenture Song is the consultancy that most worries the advertising holding companies, because it sells the whole chain from data to creative to technology to running the customer service centre. Each acquisition like this fills another gap. Sagacity gives it deep customer data expertise in exactly the regulated, data-heavy sectors, energy, banking and telecoms, where AI-driven personalisation is most valuable and hardest to do.
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