Accenture Song, Amsterdam, Now Global Lead Agency for Dremel Following Pitch Win

After winning the European account in September 2022, Accenture Song has now secured the global lead agency role for rotary tool brand Dremel (part of Bosch), following a global pitch. In a new international campaign, including two films directed by Tom Rijpert, the agency positions Dremel’s rotary tools as ‘the multiest tool in the world.’

The campaign strikes a balance between brand and product promotion, loading the new ‘the multiest tool’ positioning through a product message. Aimed at exciting and informing a younger audience, the campaign showcases the versatility of Dremel’s rotary tools for DIY tasks and creative projects: from showcasing what you can do with them to what you’re likely to actually use them for.

Gül Altuntaç, global storyteller at Dremel, comments, “Through our expanded partnership with Accenture Song, we are further rejuvenating Dremel's image. With a humorous, social-first approach, we aim to instill confidence in a younger audience that with one tool, they can (almost) make anything they want.”

“We are thrilled to create work on an even larger scale for this fantastic brand that embraces a bit of relevant craziness,” adds Leo van Oss, creative at Accenture Song.

The first film of the ‘multiest tool in the world’ campaign launched recently, featuring two lizards for which various things are crafted with a Dremel rotary tool. A second film will follow during the holiday season.