Accenture acquire Romp to boost brand transformation

• Strategy to help Indonesian firms recover, post-pandemic 
• Strengthen Accenture’s ability to deliver tech-brand experiences

Accenture has agreed to acquire Romp, a brand and experience agency in Indonesia renowned for its creative talent and innovative services across branding, creative and performance marketing. 

This move will strengthen Accenture Song’s (formerly Accenture Interactive) ability to deliver creative and tech-driven brand experiences for clients across Southeast Asia, the company said in a statement.

Ranked as one of Indonesia’s top three creative and most inclusive agencies in 2021, Romp has strong local knowledge and expertise in brand communications, design and digital operations.

It has successfully transformed brands of all sizes and across industries, including Telkomsel, Indofood, Danone, Kimberly-Clarke Softex, Grab, Google and Godrej. 

Accenture said the intent to acquire Romp will enhance Accenture Song’s brand and marketing expertise, reinforcing its ability to help clients embrace new frontiers such as the metaverse and become relevant, experience-led organisations. 

The firm said it also strategically aligns with the company’s business strategy to help businesses in Indonesia capture opportunities in a post-pandemic economy that’s poised for substantial growth.

Its digital advertising market is the fastest growing in Southeast Asia and its e-commerce market is estimated to reach US$53.8 billion (RM239.8 billion) in 2025, Accenture said.

Thomas Mouritzen, Accenture Song’s Southeast Asia lead, said “Accenture Song aims to be our clients’ go-to partner as they reimagine their business to achieve long-term growth.”

“Our deep understanding of consumers and businesses, combined with Romp’s outstanding brand capabilities, will broaden our ability to harness the ongoing technology revolution for consumers and brands.”

Divyesh Vithlani, senior managing director and Southeast Asia market unit lead at Accenture, said, “Companies are increasingly looking to tap artificial intelligence, data and technology to drive creative content.

“Romp’s expertise with Accenture’s scale will enable us to deliver this excellence in a way that’s unique to the region,” he said.

Founded in 2019, Romp’s team of more than 150 people is behind breakthrough brand campaigns.

The award-winning team will join Accenture Song in Jakarta to jointly serve clients across consumer goods and services, telecoms and financial services industries and family-owned conglomerates.

Joseph Tan, Romp’s chief executive officer, said, “Joining Accenture Song will fully converge the brand storytelling that we love with Accenture’s tech innovation, enabling us to help our clients truly deliver against limitless opportunities with global impact.”