Global marketing and communications group WPP plc has announced the appointment of Baiju Shah as the new Global CEO of AKQA, its award-winning design and innovation agency. Shah steps into the role, bringing over 25 years of leadership at the intersection of creativity, technology, and business strategy.
Shah joins AKQA from Accenture Song, where he served as Global Chief Strategy Officer and played a key role in shaping the company’s global growth and creative transformation. His appointment underscores WPP’s strategic focus on fusing outstanding creativity with data, AI, and emerging technologies to help clients navigate rapid change and unlock new opportunities.
Baiju Shah’s appointment comes at a pivotal time for AKQA and the broader creative industry, as brands seek to harness cultural shifts and technological disruption, particularly AI to drive meaningful customer engagement and business growth.
“Baiju is one of the industry’s most visionary leaders, with a track record of fusing creativity and technology to deliver measurable impact,” said Mark Read, CEO of WPP. “His appointment marks a bold new chapter for AKQA and reaffirms WPP’s commitment to redefining what a modern creative company can achieve.”
Shah succeeds Stephan Pretorius, WPP’s Chief Technology Officer, who had served as Interim Chair of AKQA over the past eight months. Pretorius will continue supporting the agency’s strategic direction as Shah assumes leadership.
Widely respected for his role in co-founding Accenture Song (formerly Accenture Interactive) and co-leading Fjord, Shah has helped major brands navigate transformation through human-centered design, technology, and storytelling. He was instrumental in embedding AI into Accenture Song’s creative operations and expanding its footprint across 35 global studios.
At AKQA, Shah will lead a global team spanning 30 countries, focused on delivering world-class creative work that drives business outcomes and cultural relevance. His mandate includes positioning AKQA as a testing ground for responsible AI adoption, pioneering new standards for ethical innovation and brand experience.
“AKQA has always stood for iconic, creative innovation,” said Baiju Shah, Global CEO of AKQA. “I’m honoured to lead an agency with such a powerful legacy and even more excited about what we can create next. This is about building futures worth living in, powered by imagination, technology, and purpose.”
Under Shah’s leadership, AKQA will continue its push to set the global standard for creativity and innovation. The agency’s work has earned industry acclaim, including the 2025 Cannes Lions Grand Prix for Innovation, 2024 Grand Prix for Design and Glass, and recognition from Fast Company for World Changing Ideas and Innovation by Design.
“Baiju is the perfect choice to lead AKQA into its next chapter,” said Stephan Pretorius, CTO of WPP. “His deep understanding of creativity and strategic transformation will guide the agency as it continues to redefine the future of our industry.”
As the lines between creativity, culture, and technology continue to blur, Shah’s appointment signals WPP’s commitment to building future-ready creative companies where innovation is not just a capability, but a culture.
