WPP has announced the appointment of Baiju Shah as global CEO of AKQA, WPP's design and innovation company. 

Baiju joins from Accenture Song, where he was global chief strategy officer. 

His appointment reflects WPP's mission to deliver outstanding creativity coupled with expertise in AI,  data, and technology. 

His appointment reinforces AKQA’s continued commitment to creative innovation on a global scale, with a focus on building products,  services and experiences that inspire, drive growth and deliver lasting impact for people, brands and society. 

The news announcement comes at a time when media reports are emerging of Accenture and WPP holding talks about a potential merger.

Mark Read, CEO, 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.” 

Stephan Pretorius, chief technology officer, WPP, added, “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.” 

Shah, global CEO, 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.” 

In a career spanning over 25 years, he has also worked with Fjord and Accenture Technology Labs, among others.