Accenture (NYSE:ACN) has solidified its expansion in Southeast Asia by completing the acquisition of Rabbit’s Tale, a leading creative agency in Thailand. The acquisition, part of Accenture’s strategy to enhance its capabilities in personalized marketing and digital customer experiences, is set to bolster the company’s Accenture Song division.

Rabbit’s Tale, recognized as one of Thailand’s top three creative agencies, was founded in 2010 and is known for its expertise in customer relationship management and digital platform development. With a seasoned team of around 120 professionals, Rabbit’s Tale has delivered impactful brand strategies and hyper-personalized marketing solutions.

The acquisition comes at a time when Southeast Asia’s digital ad spend has seen a significant increase, reaching $3.6 billion, which marks a 9.12% growth from the previous year. This strategic move by Accenture aims to meet the rising consumer expectations in the region by offering transformative programs that foster dynamic customer engagement.

Thomas Mouritzen from Accenture Song highlighted the acquisition as a robust investment in the Southeast Asian market. He emphasized the company’s aim to amplify client growth and establish a dominant market stance through innovative solutions.

While the financial terms of the deal remain confidential, the acquisition is subject to standard closing procedures. As part of the agreement, Rabbit’s Tale’s expertise will integrate with Accenture Song’s workforce in Thailand, enhancing the company’s strategy, design services, and technological capabilities. This move is expected to propel transformative client services forward in the region.