Baiju Shah, new global CEO of AKQA

Joining Accenture Song, Baiju Shah will now lead AKQA to bring a new technology and AI strategy to the brand

Baiju Shah, new global CEO of AKQA

Baiju Shah has been named the new Global CEO of AKQA, WPP’s design and innovation company. Coming from Accenture Song, he will now lead AKQA, bringing a fresh strategy focused on technology and Artificial Intelligence.

Prior to Shah’s appointment, the role of interim president of AKQA was held by Stephan Pretorius, WPP’s Chief Technology Officer. Shah’s arrival signals a new chapter for the company, which aims to strengthen its focus on large-scale creativity and innovation. The goal is to develop solutions that not only drive brand growth but also create meaningful experiences for people and make a positive impact on society.

Who is Baiju Shah, the New Global CEO of AKQA?

With over 25 years of experience, Baiju Shah has worked alongside leading global brands to enhance customer relevance and improve business performance. As co-founder of Accenture Song—formerly known as Accenture Interactive—he held key positions such as Global Chief Strategy Officer and Senior Managing Director, where he led the company’s strategic direction, growth strategy, acquisitions, and development of new offerings.

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Most recently, he led Accenture Song’s transformation into an AI-driven model, integrating artificial intelligence into the company’s creative services. Leading a global team, he focused on applying emerging technologies responsibly to help clients stay competitive in a constantly evolving landscape.

Shah also played a critical role in expanding Fjord, Accenture Song’s design and innovation consultancy, growing it to 35 global studios under his leadership. His strategic vision was essential in acquiring creative and design firms that strengthened the company’s innovation capabilities.

Dedicated to connecting creativity with measurable outcomes, Baiju joins AKQA with a mission to deliver ideas that both inspire and drive real business impact. His appointment aligns with other recent additions to AKQA’s Global Executive Committee, marking a key moment of renewal and ambition for the agency.

“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,” said Baiju Shah.

About AKQA

AKQA is a global company specializing in innovation and design, with a focus on developing digital experiences that transform how brands connect with people. Known for its creative approach, the agency remains at the forefront as a leader in design and innovation.

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With a presence in over 30 countries, its multidisciplinary team works with the vision of setting a global standard in innovative solutions. The impact of its work is reflected in numerous prestigious recognitions, including the 2025 Cannes Lions Grand Prix for Innovation, the 2024 Design and Glass Grand Prix, and multiple Fast Company awards for Innovation in Design and World-Changing Ideas.

About WPP

WPP is a global group that brings together outstanding creative, media, public relations, and specialist communications agencies, offering comprehensive solutions for modern marketing. Its strategic partnerships with leading technology companies allow the development of joint products and exclusive benefits for clients.

WPP’s campuses are designed to bring together its agencies in flexible, inspiring environments that foster collaboration and support hybrid work models. These spaces provide clients with direct access to WPP’s diverse talent, delivering an integrated experience that drives effective results in an increasingly dynamic market.

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