WPP has announced the appointment of Baiju Shah as the new Global CEO of AKQA, its renowned design and innovation agency. Shah, who joins from Accenture Song, brings over 25 years of experience in shaping strategies for top global brands. He most recently served as the Global Chief Strategy Officer at Accenture Song, where he played a pivotal role in merging creativity with emerging technologies like AI to create innovative solutions.
Shah’s appointment at AKQA marks an important moment for the agency as it faces growing opportunities in AI and technological advancements. His deep expertise in creativity, strategy, technology, and AI will guide AKQA in helping brands harness the power of rapid cultural changes and technological transformations. This leadership change underscores AKQA’s ongoing commitment to pushing the boundaries of creative innovation on a global scale, focusing on developing products, services, and experiences that not only inspire but also generate meaningful impact for people, brands, and society.
As a co-founder of Accenture Song (formerly Accenture Interactive), Shah was instrumental in defining the vision and growth strategy for the company. He also co-led Fjord, Accenture Song’s design and innovation consultancy, expanding it into a leader in the field with 35 global studios. Through his efforts, he helped Accenture Song grow its creative footprint by acquiring several design firms, which further bolstered its innovation capabilities.
Baiu Shah’s leadership at AKQA also aligns with the agency’s goal of blending creativity with technology to drive business performance. His vision goes beyond creative output, focusing on achieving growth, setting new innovation standards, and proving that creativity, especially in the context of AI, holds the power to shape the future. Shah’s leadership also emphasizes the responsible and innovative application of technology in shaping the future of creativity and business growth.
Shah’s appointment follows a period of leadership restructuring at AKQA, which also included the addition of several key executives to the Global Executive Committee, further enhancing AKQA’s capabilities in design, technology, and innovation. One of the agency’s recent highlights was its Grand Prix for Innovation at the 2025 Cannes Lions for the “Sounds Right” campaign, created for the Museum of the United Nations and Spotify.
Mark Read, CEO of WPP, expressed his enthusiasm about Shah’s appointment, stating, “Over the past two decades, Baiju 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.”
Shah’s focus for AKQA will be on fostering an environment that merges creativity with AI and cultural understanding, aiming to redefine what a modern creative company can deliver for clients. His approach will continue to position AKQA as a leader in the design and innovation space, paving the way for new, impactful projects that will define the future of creativity and technology.
In his own words, Shah stated, “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.”
With professionals spanning across 30 countries, AKQA continues to set the global standard for design and innovation, with a focus on creating groundbreaking work that will drive future industry trends.
