Price tag of The Lumery sale to Accenture was $16m
Former Accenture Song ANZ president Mark Green with The Lumery CEO Rajan Kumar in 2024
Accenture paid $16 million to acquire Australian marketing technology outfit The Lumery, according to recent filings with financial watchdog ASIC.
The deal, announced in May 2024, saw The Lumery integrated with Accenture’s other local marketing brands, Droga5 ANZ and The Monkeys, under its Accenture Song unit.
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While the price tag is modest compared with Accenture’s 2017 acquisition of The Monkeys for $63 million, The Lumery brought expertise in CRM, loyalty measurement and automation to the newly-formed unit.
Founded in 2017 by Rajan Kumar, also the CEO, Ben Fettes, Alastair Johnson and Simon O’Day, The Lumery had around 80 staff across Melbourne, Sydney and a hub in Bangalore, India at the time of sale.
Of the four founders, only Kumar and Johnson remain at Accenture Song, as managing director for marketing advisory and customer technology and associate director, respectively.
Fettes now leads marketing and customer insights at Crown Resorts. Although O’Day’s Linkedin profile previously listed him as a director of The Lumery until February 2025, he has since confirmed he continues to work at Accenture Song.
The corporate filings, released last year, also shed light on Accenture’s local operations, revealing $3 billion in revenue for FY2024.
The company grew post-tax profit 20 percent to $124 million and generated an income tax bill of $41 million.
