WPP has appointed Baiju Shah as the new Global CEO of AKQA, the company’s design and innovation agency.
Shah joins AKQA from Accenture Song, where he served as Global Chief Strategy Officer. The move aligns with WPP’s focus on integrating creativity with AI, data, and technology.
In his new role, Shah will lead AKQA as it navigates a period of rapid cultural change and increased focus on AI. He brings experience in strategy, technology, and creative services, including his recent work at Accenture Song on the application of AI in creative operations.
Shah co-founded Accenture Song (formerly Accenture Interactive) and held leadership roles shaping its strategy, acquisitions, and service offerings. He also co-led Fjord, Accenture Song’s design consultancy, expanding it to 35 studios worldwide and overseeing acquisitions in the creative and design space.
He will oversee AKQA’s global operations and continue efforts to develop products, services, and experiences for clients, with an emphasis on measurable outcomes. His appointment follows a series of changes within the Global Executive Committee. AKQA recently received the 2025 Cannes Lions Grand Prix for Innovation.
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.”
AKQA operates across 30 countries and has received industry recognition including the 2025 Cannes Lions Grand Prix for Innovation, the 2024 Grand Prix for Design and Glass, and awards from Fast Company.