London: WPP, the world’s largest marketing and communications group, has appointed Baiju Shah as the new Global CEO of AKQA, its award-winning design and innovation company. The appointment marks a bold step toward accelerating AKQA’s leadership in creative transformation, with a sharpened focus on AI, design, and technology.
Shah joins AKQA from Accenture Song, where he served as Global Chief Strategy Officer and played a pivotal role in shaping the vision, offerings, and global footprint of the consultancy’s creative division. With over 25 years of experience at the intersection of creativity, business strategy, and emerging technologies, his leadership is expected to guide AKQA through a phase of ambitious growth and transformation.
At Accenture, Shah was instrumental in founding and scaling Accenture Song (formerly Accenture Interactive) into a creative powerhouse, driving acquisitions, growing Fjord into 35 global studios, and spearheading the integration of AI into its creative services. His expertise in leading multidisciplinary global teams and embedding emerging technologies into client solutions is seen as a critical asset for AKQA’s future trajectory.
“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,” said Shah. “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.”
The appointment comes at a time when clients are increasingly seeking partners who can help them navigate rapid technological and cultural change. WPP sees AKQA, under Shah’s leadership, as central to its mission of delivering transformative ideas and business solutions grounded in creativity and powered by technology.
Mark Read, CEO of WPP, welcomed 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.”
Read also extended his gratitude to Stephan Pretorius, WPP’s Chief Technology Officer, who served as Interim Chair of AKQA during the leadership transition. “His steady leadership and deep understanding of AKQA’s business have been key in guiding the team through this important period,” Read added.
With a global presence spanning 30 countries, AKQA continues to receive global acclaim for its innovative work. Recent accolades include the 2025 Cannes Lions Grand Prix for Innovation, the 2024 Grand Prix for Design and Glass, and top honours from Fast Company for Innovation by Design and World Changing Ideas.
As AKQA embarks on its next chapter, Shah emphasized a vision that marries imagination with impact: “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.”
The appointment underscores WPP’s continued investment in AI-led creativity, strategic design, and global innovation leadership.
