LONDON (Diya TV) — WPP has appointed Baiju Shah as the new global CEO of AKQA, its design and innovation agency, marking a bold step toward expanding its leadership in AI, technology, and creativity.
Shah joins AKQA from Accenture Song, where he served as global chief strategy officer. His appointment signals a strong push by WPP to fuse creativity with cutting-edge tech and data solutions, especially as businesses adapt to fast-moving cultural shifts and the rise of artificial intelligence.
With more than 25 years of experience, Shah brings deep expertise in creativity, AI, business strategy, and digital innovation. At Accenture, he helped build Accenture Song (formerly Accenture Interactive) into one of the world’s largest creative agencies. He also co-led Fjord, the company’s design and innovation arm, scaling it to 35 global studios.
Shah steps into the role during a period of major change for both AKQA and WPP. AKQA’s founder and former CEO, Ajaz Ahmed, exited in late 2024. Shah now leads a company known for blending design, culture, and technology, with teams in 30 countries.
“I’m honored to join a company whose heritage is not just history, but a foundation for what comes next,” Shah said in a statement. “As AI and cultural shifts reshape business and creativity, we have a remarkable opportunity to create work that defines how people live and connect.”
Shah’s vision for AKQA focuses on driving innovation through responsible AI, immersive experiences, and strategic creativity. He called the agency “a testing ground” for future-forward work that blends human imagination and advanced technology.
Shah’s arrival builds on a recent wave of leadership changes at AKQA. In April, the agency appointed four senior executives: Miriam Plon Sauer as global chief strategy officer, Ben Royce as chief technology officer, Tim Devine as chief invention officer, and Jonathan Bolden as chief transformation officer.
AKQA has continued to win global recognition for its creative work. At the 2025 Cannes Lions International Festival of Creativity, it earned the Grand Prix for Innovation for the “Sounds Right” campaign, created by its Copenhagen office in partnership with Spotify and the United Nations.
“This is one of the few places where the future isn’t an abstraction; it’s the product,” Shah said in an internal note to employees. He shared that his upbringing—raised by a commercial artist mother and engineer father—inspired his lifelong drive to connect creativity with real-world solutions.
WPP CEO Mark Read praised Shah as a visionary with a strong track record in marrying strategy, design, and emerging tech. “Over the past two decades, he has shown he is one of our industry’s leaders,” Read said. “I know Baiju’s arrival will bring even further momentum to the business.”
Shah joins AKQA during a challenging time for WPP. Just last week, the company issued a profit warning due to media-side client losses. As a response, WPP has increased its investment in AI, data, and next-generation creative services.
In his first 60 days, Shah plans to listen closely to employees and clients, assess current strengths and challenges, and define the agency’s next chapter. His focus will be on accelerating innovation and building a purpose-driven culture.
“For me, this is not a job—it’s a mission,” Shah said. “We will be the forward scouts for our clients, for WPP, and for the future of the industry.
