Accenture Song

World's largest agency by revenue ($19B FY2024), surpassing WPP; uniquely positioned at the intersection of creativity, technology, and consulting

Accenture Song is the creativity, design, and customer experience business unit operating within Accenture, formed when Accenture Interactive rebranded on April 26, 2022. The rebrand consolidated more than 40 acquired agencies — including Karmarama, Fjord, MXM, IMJ, Rothco, The Monkeys, SinnerSchrader, Kolle Rebbe, and others — under a single unified brand, with Droga5 retained as the sole named exception. The entity reported $19 billion in revenue for FY2024, making it the world's largest agency holding company by revenue, surpassing WPP. David Droga served as CEO from 2021 through September 2025, when Ndidi Oteh succeeded him, with the business now reporting into Manish Sharma's Reinvention Services unit. Accenture Song sits at the intersection of creativity, technology, and data, offering end-to-end services spanning brand strategy, creative production, experience design, commerce, marketing transformation, and customer engagement. Its scale and integration with Accenture's broader technology and consulting capabilities give it a distinctive position versus traditional agency holding companies, enabling it to connect creative output directly to enterprise technology implementation and data infrastructure. In the AdTech and marketing services ecosystem, Accenture Song competes directly with WPP, Publicis Groupe, Omnicom, IPG, and Dentsu, while also challenging management consultancies like Deloitte Digital and McKinsey Design. Its competitive differentiation lies in combining world-class creative talent with Accenture's deep enterprise technology, AI, and data capabilities — positioning it as a 'reinvention' partner rather than a traditional agency of record.