Founded in 2011 and headquartered in Sofia, Bulgaria, GemSeek specialises in advanced analytics and customer experience programme management.

The company was formerly part of Future Thinking Group. Savanta acquired the UK business of Future Thinking in 2020, but the deal did not include GemSeek.

GemSeek employs around 170 people across Bulgaria and the UK, who will join Accenture’s marketing agency Accenture Song following the acquisition.

The GemSeek team will become the founding team for Accenture Song in Bulgaria, alongside around 1,100 people from Accenture’s Advanced Technology and Intelligent Operations Centers.

The deal will grow the footprint of Accenture Song and expand its offer for clients in Europe, the Middle East and Africa (Emea).

The financial terms of the transaction have not been disclosed, and the completion of the acquisition is subject to customary closing conditions.

Max Morielli, president for Europe, the Middle East and Africa, for Accenture Song, said: “Within GemSeek we found a team of like-minded thinkers, aligned with our purpose to provide clients with means to understand their customers’ needs better, and define new ways of engagement that will drive growth during these times of change.”

Petko Tinchev, chief executive, GemSeek (pictured), added: “Our background in customer experience analytics complements Accenture’s expertise in data and AI. We are confident that our combined passion will empower us to deliver a truly integrated customer perspective and cutting-edge solutions."

Accenture has made various acquisitions in the marketing and insight space in recent years, including Australian customer insight and advisory business Fiftyfive5 and Thai digital experience agency Rabbit’s Tale.