Accenture has renamed its creative arm, Accenture Interactive, as Accenture Song and will merge all of its agency except Droga5. The Monkeys will be included in the merger. Accenture’s 40 agencies also include Fjord and Karmarama in the UK, Rothco in Ireland and SinnerSchrader in Germany.  The rebrand follows the promotion of David Droga to chief executive officer and creative chairman of the group last year and reflects the agency’s “post-pandemic world-class services”, parent, Accenture, stated. Droga becomes chief executive officer of Accenture Song. Accenture’s 40 agencies include Fjord and Karmarama in the UK, Rothco in Ireland, SinnerSchrader in Germany and The Monkeys in Australia.

“Building on Accenture’s longstanding culture of change, the name Accenture Song conveys an enduring and universal form of human craft, connection, inspiration, technical prowess and experience—unleashing the imagination and ideas of its people to deliver tangible results.”

Droga stated, “Accenture Song symbolises the post-pandemic growth journey we’re on with our clients. Since its infancy, Accenture Interactive has helped clients build and grow their business by being experience-led. Today’s needs are strikingly different. To capture the next waves of growth, businesses now need to operate at the speed of life, perpetually demonstrating their relevance to their customers, their people and the world at large.”

There have been several changes in key positions in advance of the rebrand. In February, Neil Heymann became Accenture Interactive’s first chief creative officer.

Also in February, Accenture Interactive appointed Nick Law, former global chief creative officer for Publicis and Apple’s vice president of marketing integration, as global lead for design and creative tech, and Droga5 chief executive officer Sarah Thompson as global lead for communications and content.

In April, In April, Droga5 London chief executive officer, Bill Scott, was named a managing director for Accenture Interactive in the UK and Ireland, retaining his role as Droga5 London chief executive officer and replacing Karmarama chief executive officer, Ben Bilboul, who is leaving the business.

Shortly after it acquire The Monkeys, co-founder and chief executive officer, Mark Green, was named lead for Accenture Interactive Australia and New Zealand. The Monkeys co-founders, Justin Drape and Scott Nowell, became co-chief creative officers for Accenture Interactive, Australia and New Zealand. Drape left in January 2022 to set up global travel community, Exceptional Alien.