Key points
- Ndidi Oteh became global CEO of Accenture Song in September 2025, succeeding David Droga, who remains executive chairman.
- Accenture Song is described as a $20 billion marketing arm and has acquired more than 70 agencies since its 2016 launch as Accenture Interactive.
- Oteh told Adweek she accepted the role on the condition that she could build and carry out her own strategy.
Why it matters for marketers: Leadership at one of the largest agency networks is shifting from a founder-era vision to a new strategy, which affects clients and agency partners weighing where to place marketing work.
Ndidi Oteh has now been global CEO of Accenture Song for about a year. She took over in September 2025 from David Droga, who had led the business since 2021 and stays on as executive chairman.
Adweek reports that Oteh took the role on the condition that she could develop and execute her own strategy. The piece, titled around agents and creators, frames her growth plan for a unit the article describes as a $20 billion marketing arm of Accenture.
The business has a long acquisition history. It began as Accenture Interactive in 2016, was rebranded in 2022, and has bought more than 70 agencies to cover the marketing funnel. Droga joined through the reported $425 million sale of his agency, Droga5, to Accenture in 2019.
For marketers and agency teams, the takeaway is that a major consultancy-backed network is entering a new phase under a leader who wants her own direction. Clients with Accenture Song contracts, and agencies that compete or partner with it, may see shifts in how it organizes services and talent.
The excerpt available does not detail the plan itself. Watch for how Oteh's priorities, hinted at by the focus on agents and creators, show up in the company's offerings, hiring and client pitches over the coming months.
Sources
This brief is our own summary. Read the full reporting at the source.
