WPP names Baiju Shah as Global CEO of AKQA
WPP has announced the appointment of Baiju Shah as the new Global CEO of AKQA, its design and innovation agency. Shah joins from Accenture Song, where he most recently served as Global Chief Strategy Officer.
According to WPP, Shah’s appointment reflects the company’s aim to deliver creativity alongside capabilities in AI, data, and technology. He will lead AKQA at a time when clients are increasingly focused on turning cultural shifts and AI advancements into new opportunities.
Over his career which spans two decades, Shah has worked with global brands on initiatives focused on customer relevance and business performance. As a co-founder of Accenture Song (formerly Accenture Interactive), he helped define the organisation’s growth strategy and offerings. He also co-led Fjord, the design consultancy within Accenture Song, expanding it to 35 studios globally and leading several acquisitions in the creative and design space.
At Accenture, Shah recently led the integration of AI into creative services, managing a global team focused on using emerging technologies to help clients innovate responsibly.
Mark Read, CEO of WPP, said, “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. I know Baiju’s arrival will bring even further momentum to the business. I would also like to thank Stephan Pretorius for stepping in as AKQA’s Interim Chair over the past eight months. His steady leadership and deep understanding of AKQA’s business have been key in guiding the team through this important period of transition and in setting the stage for its future success.”
Baiju Shah, Global CEO of AKQA, said, “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. As AI and cultural shifts transform how business operates and how creativity itself is practised, we have a remarkable opportunity to create work that shapes how people live and connect. AKQA is uniquely equipped for this moment, combining craft, technology, and a deep understanding of people and culture. 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. I’m excited to lead AKQA into its next chapter, honouring our legacy while reimagining what an agency can be. AKQA will serve as a testing ground for the innovative and responsible use of AI, acting as pioneers for our clients, for WPP, and the future.”
Stephan Pretorius, Chief Technology Officer at WPP, said, “It’s been a privilege to act as Interim Chair of AKQA and work alongside such a talented and committed global team. I’m incredibly proud of what we’ve achieved together during this period of transition. Baiju is the perfect choice to lead AKQA, and I look forward to supporting him as we continue to shape the future of our industry.”
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