With Romp, Accenture plans to make another significant creative purchase in SEA

With the purchase of Indonesia’s brand and experience agency Romp, Accenture Song intends to establish itself as a major player in Southeast Asia’s advertising industry. Although Accenture Song (previously Accenture Interactive) denied to disclose the price of the deal, it claimed that Romp’s acquisition will improve Accenture Song’s capacity to provide clients throughout Southeast Asia with tech-driven, creative brand experiences.
Romp, a company founded in 2019, has established a reputation for itself in Indonesia for its creative talent and cutting-edge services in creative, branding and performance marketing. Joseph Tan, the longtime former CEO of MullenLowe Indonesia, who created waves in the Indonesian advertising market before departing from the company after 12 years, founded the agency. Along with him leaving, chief operational officer Daniel Siswandi and then-head creative officer Roy Wisnu of MullenLowe also left the agency.
The company has extensive local knowledge and skills in design, brand communications and online business. Indonesian companies Indofood, Danone, Telkomsel, Kimberly-Clarke Softex, Grab, Godrej and Google are just a few of its clients. It presently has a team of more than 150 people.
Romp’s chief executive officer, Joseph Tan, stated: “We have always believed in utilising the potential of creativity and assisting clients in establishing solid and enduring relationships with their customers. Through innovative thinking techniques and approaches, we also continuously upgrade ourselves. With joining Accenture Song, the storytelling of the brand, loved by us, will be fully combined with Accenture’s technological innovation, allowing us to truly assist our customers in delivering against infinite potential with global effect.”
The business is well knowledgeable about the area and skilled in brand communications, design, and internet commerce. Telkomsel, Indofood, Danone, Kimberly-Clarke Softex, Grab, Google, and Godrej are just a few of its clients that are Indonesian businesses. Around 150 persons make up the squad right now.
Said Romp’s CEO, Joseph Tan: “We have always believed in utilising the power of creativity and supporting businesses in developing strong and durable relationships with their customers. We constantly improve ourselves through new thinking methods and strategies. With Song joining Accenture, the brand storytelling that we like will be completely merged with Accenture’s technology innovation, allowing us to genuinely support our customers in delivering against infinite potential with global impact.”
Accenture Song claims that Romp will increase its brand and marketing knowledge, strengthening its capacity to assist clients in embracing new frontiers like the metaverse and developing into relevant, experience-driven businesses. Additionally, it aligns with Accenture’s business strategy to assist Indonesian companies in seizing opportunities in a post-pandemic economy that is expected to experience significant growth. For example, Southeast Asia’s digital advertising market is expanding at the fastest rate in Indonesia, and the country’s e-commerce market is predicted to reach $53.8 billion by 2025.
Companies in Indonesia are aiming to connect marketing, data, and technology for difference, according to Accenture’s country managing director for Indonesia, Jayant Bhargava (shown top right).
President of Accenture Song’s Growth Markets, Flaviano Faleiro explained that the intention to acquire Romp builds on Accenture Song’s mission to assist clients in identifying their go-to growth playbook, which calls for the fusion of creativity, intelligence, technology, and diverse talent. These qualities are necessary for firms that want to continuously evolve in the face of novel experience models in the metaverse and through social commerce, as well as address future uncertainties. Romp’s brand and experience skills have been added to our market’s portfolio, and Faleiro remarked that by doing so, “we continue to increase the value we deliver with our world-class services within Growth Markets.”
According to Divyesh Vithlani, senior managing director and Southeast Asia market unit lead at Accenture, the expansion of the region’s digital economy is currently pressuring brands to develop memorable experiences that cater to consumers’ needs. In order to generate unique content, businesses are increasingly leaning to technology, analytics, and artificial intelligence.
Accenture keeps making investments in its skills to assist its clients in achieving growth through relevance. To expand its skills in customer experience, design, and creative communications, Accenture Song purchased the Kuala Lumpur-based creative firm Entropia last year.


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