Randstad picks Accenture Song to deliver generative AI-powered brief


Accenture Song, the tech-powered creative group of Accenture, has been appointed by Randstad NV, the world’s largest talent company, as its global creative and content agency of record.

In the rapidly changing world of work, Randstad’s vision is to be the world’s most equitable and specialised talent company.

Realised through its ‘partner for talent’ strategy, Randstad is focused on ensuring that talent receives the focused support they require and clients get the specialised skills and expertise their businesses need.

Randstad brand development

To achieve this Randstad recognises the opportunity to build a more engaging brand, prioritising relevancy among clients and talent, and investing in modern ways of working, enabled by generative AI to transform its marketing function.

Accenture Song will help accelerate Randstad’s marketing transformation in repositioning the brand and creating a content capability, driving scale and speed, and establishing consistency in local and global marketing communications, tailored to hiring needs and specialisations.

This new content capability will be a generative AI-powered creative content studio that will use Adobe Firefly and other generative experience tools for the creation of compelling content that is on-brand and highly effective.

“The world of work is changing – grappling with talent scarcity and the impact of new technologies, like AI, transforming how we will work across all industries,” said Miriam van der Heijden, chief marketing officer, Randstad.

“Accenture Song’s offering will provide us with new, engaging ways to connect amazing talent with great employers and we’re confident that the team’s creativity and unparalleled generative AI expertise will help us to achieve greater relevancy among our target audiences.”

Joy Bhattacharya, managing director, Accenture Song, said: “Randstad is passionate about its mission to be the world’s most equitable and specialized talent company”.

“Integral to that transformation is elevating Randstad’s marketing into a world-class capability.

“By bringing human creativity and AI together in completely new ways, Randstad will be strongly positioned to deliver relevance for talented professionals looking for a clear path to their career future, wherever they are in the world.”