Accenture’s acquisition of Sagacity will bring over 140 specialists into the firm’s advertising business.
Accenture has acquired Sagacity Solutions, a British data and customer intelligence company.
The acquisition will look to build Accenture Song’s – the technology consulting firm’s advertising arm – ability to deliver AI-powered customer reinvention at scale.
Sagacity was founded in 2005, and the purchase will bring 140 specialist professionals into the fold.
Accenture has invested around $4.9bn over 17 acquisitions in the fiscal year for 2026, with annual revenue growing 6% to $74.2bn.
This latest deal will directly address the ever-growing demand from clients to connect data, operations infrastructure, and AI for outcome-focused programmes to drive measurable results for businesses.
Accenture outlined it is targeting industries with big customer bases and complex journeys, such as telecommunications, banking, retail, and utilities.
This acquisition lines up with Accenture’s pattern of purchasing into high-growth areas to help develop a deep wealth of experience in industry-specific skills.
Sohel Aziz, senior managing director, Accenture Song, UK and Ireland said: “Our clients are increasingly looking to connect data, AI and operations to drive growth and reinvent customer experiences.
“Sagacity’s deep expertise and outcome-focused approach will enhance our ability to help clients turn insight into action and achieve measurable results through intelligent customer operations. Together, we can help organizations move faster, make smarter decisions and create sustainable value.”
Anita Dougall, chief executive and co-founder of Sagacity, added: “Joining Accenture represents an exciting opportunity to accelerate the impact of our people, data and technology. By combining our expertise, data and know-how with Accenture’s scale and innovation capabilities, we can help more organisations deliver meaningful business results.”
