WPP has named 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. His appointment aligns with WPP’s broader ambition to combine creativity with capabilities in AI, data, and technology.
He takes charge at a time when clients are looking to harness rapid cultural change and advances in AI as business opportunities. His background in creativity, strategy, technology, and AI is expected to help guide AKQA into its next chapter. His appointment reinforces AKQA’s focus on global creative innovation, with an emphasis on building products, services, and experiences that inspire, drive growth, and deliver meaningful impact for people, brands, and society.
Over a career spanning 25 years, Shah has worked with leading global brands to enhance customer relevance and business performance. As a co-founder of Accenture Song (formerly Accenture Interactive), he helped shape the creative division’s vision, growth strategy, acquisitions, and offerings while serving as Global Chief Strategy Officer and Senior Managing Director.
He also led the company’s efforts to integrate AI across its creative services, managing global teams that used emerging technologies to help clients innovate responsibly and stay ahead of change.
Shah co-led Fjord, Accenture Song’s design and innovation consultancy, growing it into 35 global studios and positioning it as an industry leader. He also played a central role in acquiring several creative and design firms, expanding Accenture Song’s capabilities and reach.
His arrival follows a series of leadership appointments to the agency’s Global Executive Committee, marking a new phase of collaboration and innovation. A recent highlight for AKQA was winning the 2025 Cannes Lions Grand Prix for Innovation, a recognition of its pioneering work in the creative space.
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.”
He takes charge at a time when clients are looking to harness rapid cultural change and advances in AI as business opportunities. His background in creativity, strategy, technology, and AI is expected to help guide AKQA into its next chapter. His appointment reinforces AKQA’s focus on global creative innovation, with an emphasis on building products, services, and experiences that inspire, drive growth, and deliver meaningful impact for people, brands, and society.
Over a career spanning 25 years, Shah has worked with leading global brands to enhance customer relevance and business performance. As a co-founder of Accenture Song (formerly Accenture Interactive), he helped shape the creative division’s vision, growth strategy, acquisitions, and offerings while serving as Global Chief Strategy Officer and Senior Managing Director.
He also led the company’s efforts to integrate AI across its creative services, managing global teams that used emerging technologies to help clients innovate responsibly and stay ahead of change.
Shah co-led Fjord, Accenture Song’s design and innovation consultancy, growing it into 35 global studios and positioning it as an industry leader. He also played a central role in acquiring several creative and design firms, expanding Accenture Song’s capabilities and reach.
His arrival follows a series of leadership appointments to the agency’s Global Executive Committee, marking a new phase of collaboration and innovation. A recent highlight for AKQA was winning the 2025 Cannes Lions Grand Prix for Innovation, a recognition of its pioneering work in the creative space.
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.”
