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Accenture is bolstering its Accenture Song marketing business with the purchase of Work & Co, a New York-based digital product agency with about 400 employees.

The deal’s price tag was not disclosed. However, it’s likely that the transaction represented a sizable exit for Work & Co given the firm’s substantial headcount and the fact it operates in the martech services segment, where revenue opportunities abound.

Work & Co founding partner Mohan Ramaswamy remarked in a prepared statement that “it’s energizing to look towards a future of collaborating on work powered by the unmatched level of scale, intelligence, sector expertise, and innovation found at Accenture Song.”

The deal won’t come as a big surprise to Accenture observers. The firm, the world’s largest professional services provider by revenue, makes dozens of acquisitions every year to speed up revenue growth. Most of those acquisitions are small to midsize consultancies like Work & Co whose offerings overlap with that of Accenture to varying degrees.

Work & Co got its start in 2013. It develops digital products, a fairly broad marketing industry term that covers everything from websites to e-commerce apps.

Work & Co landed quite a few notable deals over the years. It designed IKEA’s first e-commerce app and helped helped French luxury fashion giant Givenchy rebrand its website. The firm’s client rolodex also includes Apple, Nike, T-Mobile and numerous other leading brands.

For Accenture, a detail likely more noteworthy than Work & Co’s client list is the fact the latter firm has a considerable amount of AI experience. Though enterprise machine learning adoption only shifted into high gear about a year ago, Work & Co’s case study showcase already features generative AI projects spanning multiple industries including the travel, retail and health sectors.

Work & Co will become part of Accenture Song, Accenture’s marketing business, which ranks as the largest ad agency in the world. The business employs thousands of people worldwide who delivered about $18 billion in fee income last year.

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