Accenture Song

World's largest agency holding company by revenue (~$19B FY2024), competing directly with WPP, Publicis Groupe, Omnicom, and IPG while leveraging Accenture's technology consulting scale

Accenture Song is Accenture's creativity and experience business unit, launched on April 26, 2022 through the rebranding of Accenture Interactive. It consolidates more than 40 acquired agencies — including Karmarama, Fjord, MXM, IMJ, Rothco, The Monkeys, SinnerSchrader, and Kolle Rebbe — under a single brand, with Droga5 retained as the sole named exception. Reporting approximately $19 billion in FY2024 revenue, Accenture Song surpassed WPP to become the world's largest agency holding company by revenue, operating at the intersection of creativity, technology, and business transformation. The unit offers end-to-end services spanning brand strategy, creative development, customer experience design, digital marketing, commerce, and technology implementation. Its integrated model combines the creative firepower of traditional agencies with Accenture's deep technology consulting capabilities, enabling clients to pursue large-scale reinvention rather than incremental marketing improvements. This positions Accenture Song as a direct competitor to traditional holding companies such as WPP, Publicis Groupe, Omnicom, and IPG, as well as management consultancies like Deloitte Digital and IBM iX. David Droga served as CEO from 2021 until September 2025, when Ndidi Oteh succeeded him as CEO, with the unit now reporting into Manish Sharma's Reinvention Services organization within Accenture. The leadership transition signals a continued strategic emphasis on embedding creative and experience capabilities within Accenture's broader enterprise transformation agenda, serving global Fortune 500 clients across industries including retail, financial services, healthcare, and consumer goods.