TLDR: WPP has named Baiju Shah, formerly Global Chief Strategy Officer at Accenture Song, as the new Global CEO of AKQA, its design and innovation company. This strategic appointment aims to significantly enhance AKQA’s integration of creativity with artificial intelligence, data, and advanced technology, positioning the agency to lead clients through a period of rapid technological and cultural transformation.
WPP, a global leader in marketing and communications, has announced the appointment of Baiju Shah as the new Global CEO of AKQA, its renowned design and innovation company. Shah, who previously served as Global Chief Strategy Officer and a co-founder of Accenture Song (formerly Accenture Interactive), brings over 25 years of extensive experience in integrating strategy, creativity, and emerging technology to drive business growth.
The appointment underscores WPP’s strategic imperative to strengthen AKQA’s capabilities in blending creativity with cutting-edge advancements in artificial intelligence, data, and technology. This move is particularly timely as brands worldwide are increasingly seeking to leverage rapid cultural shifts and emerging technologies, including generative AI, to maintain competitive advantage and foster deeper customer engagement.
Mark Read, CEO of WPP, expressed his enthusiasm for Shah’s arrival, stating, “I am delighted to welcome Baiju Shah as the new leader for AKQA, and excited to see how he will redefine what a modern creative company can deliver for clients. Over the past two decades, he has demonstrated that he is one of our industry’s leaders in bringing strategy, creativity and emerging technology together.” Read further emphasized that Shah’s expertise will help AKQA’s clients seize new opportunities and build inspiring, growth-driving experiences.
During his tenure at Accenture Song, Shah played a pivotal role in expanding its global footprint and enhancing its AI capabilities. He was instrumental in leading the expansion of design consultancy Fjord to 35 studios and spearheading Accenture Song’s global AI-led transformation. His background aligns perfectly with AKQA’s mission to deliver creative innovation on a global scale, focusing on products, services, and experiences that inspire and drive measurable impact.
In a statement, Baiju Shah conveyed his honor in leading AKQA, a company celebrated for “iconic, creative innovation.” He highlighted the pivotal role AKQA will play as AI reshapes the creative industry, noting, “This is about more than creative output. It’s about achieving meaningful growth, setting new standards for innovation, and proving that imagination remains the most powerful force for building futures worth living in.” Shah also acknowledged that AKQA is uniquely equipped for this moment, combining craft, technology, and a deep understanding of people and culture.
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Shah succeeds Ajaz Ahmed, who founded AKQA 30 years ago and stepped down last October, and Stephan Pretorius, WPP’s Chief Technology Officer, who served as AKQA’s Interim Chair for the past eight months. Pretorius lauded Shah as “the perfect choice” to guide the agency’s next phase. The appointment comes as AKQA celebrates recent milestones, including a prestigious Cannes Lions Grand Prix for Innovation in 2025, underscoring its continued commitment to pioneering creative work.
