Baiju Shah has been appointed global CEO of AKQA, WPP’s design and innovation agency, following his departure from Accenture Song where he served as Global Chief Strategy Officer.
Shah’s appointment reflects WPP’s strategic focus on fusing creativity with expertise in AI, data and technology. He steps into the role as brands increasingly look to harness cultural shifts and emerging technologies to fuel growth and engagement.
“AKQA has always stood for iconic, creative innovation. I’m honoured to join a company whose heritage is not just history, but a foundation for what comes next,” said Shah. “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 brings more than 25 years of experience leading global brand transformation, having co-founded Accenture Song (formerly Accenture Interactive) and helped scale its design and innovation capabilities, including its Fjord network across 35 global studios.
At Accenture Song, Shah played a key role in infusing AI into creative services, overseeing a global team dedicated to responsible innovation through emerging technologies.
WPP CEO Mark Read said, “I’m 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.”
Shah’s appointment follows a period of transition at AKQA, with WPP Chief Technology Officer Stephan Pretorius serving as interim chair over the past eight months. Pretorius will continue to support Shah as the agency enters its next phase.
AKQA recently won the 2025 Cannes Lions Grand Prix for Innovation, reinforcing its position at the forefront of global creative and design leadership. The agency employs teams in over 30 countries and continues to expand its impact across industries through award-winning work recognised by Cannes Lions, Fast Company and others.