WPP appoints Baiju Shah as Global CEO of AKQA

WPP announced the appointment of Baiju Shah as the new Global CEO of AKQA, WPP's  design and innovation company. Shah joins from Accenture Song where he was most recently global chief strategy officer. 

Over 25 years, he has worked with leading global brands to boost customer relevance and  business performance. As a co-founder of Accenture Song (formerly Accenture Interactive), the  creative division of Accenture, he served as global chief strategy officer and senior managing  director. 

Most recently, he led Accenture Song’s transformation to infuse AI across its creative services, managing a global team focused on using emerging technologies to help clients innovate  responsibly and stay ahead of change. 

Shah also co-led Fjord, Accenture Song’s design and innovation consultancy, growing it into 35  global studios and establishing it as a leader in the field. He played a key role in acquiring several  creative and design firms, broadening Accenture Song’s creative reach and innovation  capabilities. 

Shah is committed to forging stronger connections between creativity and business growth,  ensuring that AKQA’s ideas not only inspire but also deliver measurable impact. His arrival builds  on recent leadership appointments across the Global Executive Committee. 

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.”