Under Ndidi Oteh’s leadership, Accenture Song leverages strategic growth, technological innovation, and partnerships to redefine its position amid industry giants, emphasising integrated services and social impact projects.
Ndidi Oteh, the newly appointed global chief executive of Accenture Song, recently spoke at Campaign Live in London, providing fresh insight into the agency’s evolving position and strategic direction. Amid questions about whether Accenture Song might rise to become a “Big Four” competitor alongside industry heavyweights WPP, Publicis, and the merged Omnicom-IPG, Oteh was measured in her response. She emphasised that defining a new “Big Four” is ultimately up to the industry and that Accenture Song’s focus is less on traditional competitive labels and more on navigating broad and dynamic competitive landscapes. She characterised their competitors as “everyone and no one,” signalling a departure from conventional agency rivalries.
Financially, Accenture Song is now comparable in scale to the largest holding companies, reporting $20 billion in revenues for the 12 months to August—a performance that put it neck and neck with Omnicom, Publicis, and WPP’s reported numbers for 2024. Despite this parity, Oteh acknowledged that Accenture Song’s media operations remain “very small today” compared to these legacy players. Nonetheless, the company is making strategic moves, highlighted by winning Optus’s media account in Australia and hiring industry veteran Dimitri Maex from IPG Mediabrands as global marketing practice lead. Oteh predicts that the media buying and planning model will be fundamentally transformed by rapid technological advances such as artificial intelligence, and Accenture Song intends to build and acquire capabilities that align with this anticipated future rather than resting on current industry practices.
Over the past decade, Accenture Song has expanded significantly through numerous acquisitions, assimilating over 40 agencies under one umbrella since its rebranding from Accenture Interactive in 2022. This rebrand aimed to unify its diverse acquisitions and reflect a commitment to delivering integrated services across product innovation, experience design, marketing, and commerce, a move signalling the agency’s adaptiveness to a post-pandemic business environment. Despite speculation about large-scale mergers or acquisitions akin to WPP or Dentsu, Oteh emphasised that Accenture Song is more inclined to “borrow” through partnerships with major technology companies such as Meta and Salesforce, rather than pursue large bolt-on purchases. Her strategy favours talent-building through hiring and upskilling over seeking every capability in-house, aiming for growth through collaboration rather than heavy capital expenditure.
Oteh’s own career trajectory—from retail to Accenture in 2011 and then to lead its Americas agency operations before assuming the global CEO role in September—frames her perspective on Song’s development. She praised David Droga, the founder of Droga5 and her predecessor as CEO, for his visionary role in shaping Accenture Song’s integrated agency approach. Notably, early acquisitions in the UK, such as design consultancy Fjord and creative agency Karmarama, have been instrumental in developing core creative and design capabilities, influencing how Accenture Song operates today. The acquisition of Fjord, in particular, has been credited with injecting design thinking into the broader Accenture organisation, underscoring Song’s influential role within the parent company.
Accenture Song now represents approximately a quarter of Accenture’s total revenue, illustrating its growing significance within the broader consultancy business. Oteh envisages that while Accenture Song will continue to evolve its unique identity, it will also help drive change across Accenture as a whole. This blurring of lines between the agency and consulting wings is seen by Oteh as a positive reflection of Accenture Song’s impact, fostering greater integration of creative and technological capabilities.
Though Accenture Song experienced an 8% revenue increase in the latest reported year and strong client demand, Oteh acknowledged challenges in clarifying Accenture Song’s market positioning. This stems from its broad mix of agency, consulting, and technology services, which can be complex to communicate externally. Speaking candidly to an audience of marketing professionals, Oteh admitted, “We have work to do” to make Accenture Song’s capabilities and positioning clearer. However, she firmly highlighted the agency’s unique client proposition: enabling brands to “own the customer journey” with end-to-end capabilities spanning commerce, design, digital products, experience, and customer service. This integrated approach contrasts with traditional marketing silos and reflects a shift towards harmonised rather than identical customer experiences—focused on personalisation and connection rather than uniformity.
Diversity remains a core part of Accenture Song’s philosophy despite some recent challenges in the UK market following Transport for London’s removal of the agency from a creative review after Accenture’s US parent company dropped global diversity goals. Oteh reiterated the company’s commitment to diverse talent, describing diversity as “critical” to fostering local and global relevance. She expressed confidence in sourcing top talent amid industry disruptions and articulated a vision to cultivate “shape shifters” — professionals keen to innovate and shape the future rather than replicate the past.
Oteh’s remarks align with broader shifts at Accenture, as disclosed by CEO Julie Sweet, indicating investments in staff upskilling and more rapid workforce reshaping, including staff reductions when retraining isn’t feasible. The group’s global headcount has contracted by about 20,000 in recent months, reflecting strategic adjustments in a fast-evolving market.
Beyond its commercial ambitions, Accenture Song has also engaged in culturally significant projects such as a documentary highlighting the challenges faced by hawkers in Singapore. This project aimed to preserve the heritage and stories of these local food vendors, underscoring the agency’s engagement with socially impactful storytelling and cultural preservation in the Asia-Pacific region.
Overall, under Ndidi Oteh’s leadership, Accenture Song appears to be on a trajectory of measured growth with an emphasis on integration, technological innovation, and deeper client impact—choosing partnerships over traditional acquisition sprees and balancing a complex mix of agency and consulting capabilities as it charts its distinct path within the wider marketing and advertising ecosystem.
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Source: Noah Wire Services
Verification / Sources
- https://www.campaignasia.com/article/song-is-changing-accenture-ceo-ndidi-oteh-on-media-ma-and-big-four-agency/505045 – Please view link – unable to able to access data
- https://www.campaignasia.com/article/accenture-interactive-merges-agencies-and-rebrands-as-accenture-song/477466 – In 2022, Accenture rebranded its advertising and marketing services arm, Accenture Interactive, as Accenture Song. This rebranding aimed to reflect the agency’s ‘post-pandemic world-class services’ and unify over 40 acquired agencies under a single brand. The move was intended to strengthen synergies in product innovation, experience design, marketing, and commerce, with Droga5 continuing to operate under its own brand name. The rebranding also symbolised Accenture’s culture of change and its commitment to delivering tangible results through human craft, connection, inspiration, technical prowess, and experience.
- https://www.campaignasia.com/article/new-accenture-ceo-eyes-ma-as-interactive-revenues-hit-10-billion/454614 – In 2020, Accenture’s digital marketing services arm, Accenture Interactive, surpassed $10 billion in annual revenues, matching the size of Interpublic, the world’s fourth-largest ad agency group. This milestone was achieved through a combination of organic growth and acquisitions. Julie Sweet, Accenture’s CEO at the time, highlighted the significance of this achievement, noting that Accenture Interactive’s revenues of ‘over $10 billion’ marked a ‘significant milestone’ for the company.
- https://www.campaignasia.com/article/accenture-song-gives-hawkers-a-second-chance-at-longevity-in-poignant-new-documen/493131 – Accenture Song produced a poignant documentary highlighting the challenges faced by hawkers in Singapore, aiming to provide them with a second chance at longevity. The initiative focused on preserving the heritage and stories of these local food vendors, emphasising the importance of their role in Singapore’s cultural landscape. The documentary served as a platform to showcase the resilience and passion of hawkers, encouraging the younger generation to appreciate and continue the culinary traditions.
- https://www.campaignasia.com/article/accenture-song-and-tbwa-stand-out-in-japan-korea-aoy-awards/492885 – In 2023, Accenture Song and TBWA were recognised at the Japan/Korea Agency of the Year (AOY) Awards. TBWA Hakuhodo was crowned the top creative agency in Japan, while Ogilvy took the same title in Korea. Accenture Song, however, netted the most Golds overall, highlighting its significant impact and creative excellence in the region. The awards underscored the agency’s growing influence and the quality of its work in the Asia-Pacific market.
- https://www.campaignasia.com/article/accenture-song-gives-hawkers-a-second-chance-at-longevity-in-poignant-new-documen/493131 – Accenture Song produced a poignant documentary highlighting the challenges faced by hawkers in Singapore, aiming to provide them with a second chance at longevity. The initiative focused on preserving the heritage and stories of these local food vendors, emphasising the importance of their role in Singapore’s cultural landscape. The documentary served as a platform to showcase the resilience and passion of hawkers, encouraging the younger generation to appreciate and continue the culinary traditions.
- https://www.campaignasia.com/article/accenture-song-gives-hawkers-a-second-chance-at-longevity-in-poignant-new-documen/493131 – Accenture Song produced a poignant documentary highlighting the challenges faced by hawkers in Singapore, aiming to provide them with a second chance at longevity. The initiative focused on preserving the heritage and stories of these local food vendors, emphasising the importance of their role in Singapore’s cultural landscape. The documentary served as a platform to showcase the resilience and passion of hawkers, encouraging the younger generation to appreciate and continue the culinary traditions.
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Notes: The narrative appears to be based on a press release from Accenture announcing Ndidi Oteh’s appointment as CEO of Accenture Song, effective 1 September 2025. The press release was published on 28 May 2025, making the content relatively recent. However, since the article was republished or updated multiple times, recycling older material, a high freshness score may be justified, but this should be flagged for potential reuse of archived content.
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