Accenture is bolstering its social media muscle. The company announced the acquisition of Superdigital, a U.S.-based social and influencer agency, in a move designed to expand Accenture Song’s end-to-end social marketing offerings—from audience strategy and community building to content production, commerce, and performance measurement.

Founded in 2013, Superdigital has built a reputation for agile creative production and culturally attuned content, particularly across short-form video and platform-native campaigns. Its 40-person team of strategists, creators, and managers will now fold into Accenture Song, joining a roster of recent acquisitions including Unlimited, Work & Co, and SOKO.

“Marketing is evolving at an explosive pace, reshaped by AI and rising consumer expectations,” said Sean Lackey, Accenture Song’s Marketing practice lead for the Americas. “For many of our clients, social media is where their audiences see them first. Leading with social is essential to building connections and driving demand. Superdigital brings added strength at the intersection of creativity, data, and technology.”

Superdigital’s portfolio spans tech, consumer goods, gaming, and entertainment brands, where it has specialized in influencer partnerships, data-driven campaign optimization, and social-native storytelling. General Manager Biz Hennigan said joining Accenture Song will allow the team to “supercharge bold, original thinking with world-class technology and creativity at scale.”

The deal underscores a broader trend: social media’s central role in brand building, engagement, and commerce. For CMOs, it has become the frontline of customer relevance—blurring lines between performance marketing and community-driven storytelling.

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