Accenture has expanded its social and influencer marketing capabilities with the acquisition of Superdigital, a U.S.-based agency known for its innovative social strategies and influencer partnerships. Superdigital will become part of Accenture Song, reinforcing its comprehensive social marketing offerings that range from audience and community strategy to content creation, commerce, and performance measurement.
Established in 2013, Superdigital has built a strong reputation for producing highly effective social campaigns, particularly excelling in short-form video and platform-native creative content. Its team comprises over 40 creators, strategists, and managers who specialize in agile creative production, cultural trend awareness, and social fluency. By joining forces with Accenture Song, Superdigital is set to enhance the ability to deliver growth and relevance for clients seeking to connect authentically with their audiences.
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As social media solidifies its role as a critical channel for chief marketing officers—combining brand building, customer engagement, and community development—this acquisition comes at a pivotal moment. Sean Lackey, Accenture Song’s Marketing practice lead for the Americas, emphasized that marketing is rapidly evolving due to AI and changing consumer expectations. He noted that social media often serves as the first point of brand interaction for audiences, making a strong social presence essential. Superdigital’s strengths at the nexus of creativity, data, and technology directly complement Accenture’s vision for reinventing marketing in this dynamic landscape.
Superdigital’s expertise encompasses crafting distinctive brand narratives, managing influencer collaborations, designing customized marketing campaigns, and utilizing data analytics to optimize social media strategies.The agency serves a broad range of high-profile clients across technology, consumer goods, gaming, and entertainment industries.
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Biz Hennigan, General Manager of Superdigital, described the acquisition as a pivotal moment that will elevate Superdigital’s daring and creative approach, powered by Accenture Song’s advanced technology and worldwide creative capabilities.
Accenture Song itself drives growth for brands by enabling personalized, technology-driven engagement across social, customer relationship management (CRM), and digital marketing platforms. It acts as a performance storyteller by integrating creativity, data, and media to foster demand throughout the customer journey. Superdigital joins a growing suite of recent Accenture acquisitions—including Unlimited, Work & Co, and SOKO—all aimed at enhancing the company’s global strategy to help clients innovate, grow, and sustain relevance in an ever-evolving market.
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