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Accenture Song has announced a new leader. As long-term head David Droga takes on the new role of vice chair for Accenture, Ndidi Oteh will become CEO of its famous marketing and design wing.
Forged via a sustained campaign of lucrative merger and acquisition deals, Accenture Song is the culmination of the consulting brand’s explosive decision to enter the marketing space. In the last four years, Accenture Song has grown from a $12.5 billion to a $19 billion organisation – working with a host of blue chip clients around the world.
David Droga first joined the organisation in 2019, when the firm he co-founded, Droga5, became Accenture’s latest purchase. Assuming the CEO role of what was then Accenture Interactive in 2021, Droga led the brand through a transformative period of consolidation – unifying over 40 acquisitions and groups under the name Accenture Song, and introducing a new operating model that integrated creativity, technology, design, AI, strategy and data into one connected platform.
Thanks to this success, Droga has been picked to take on a broader strategic role across all of Accenture as vice chair at the end of the fiscal year. But as he takes on those responsibilities, Droga will also exit the role of Accenture Song CEO.
“David Droga has long been a singular force and a once-in-a-generation creative leader and business builder and he has lived our core value of stewardship and has developed the next generation of leaders who will build an even better Song,” commented Julie Sweet, chair and CEO of Accenture. “He brings humanity, imagination, clarity, and confidence to everything he touches and helps redefine how businesses grow and connect. His brilliance is matched only by his generosity, integrity, and belief in others. As Accenture’s vice chair, his legacy and impact will continue for our people, our work, and our purpose.”
Taking his place is Ndidi Oteh, a 14-year Accenture veteran who currently leads Song’s business in the Americas. Since joining Accenture in 2011, Oteh has been a trusted partner to many of the largest and most innovative Fortune 500 companies, leading complex digital transformations and consumer growth strategies. Oteh will also join Accenture’s Global Management Committee (GMC).
Under Oteh’s leadership, Song has deepened its partnerships with OpenAI and Nvidia in the Americas – something which might be a sign of what is to come for its global entity. Focusing on using AI to deliver marketing experiences for clients, more than 30% of Song’s client engagements already incorporate AI.
Speaking to AdWeek prior to her appointment, Oteh said to that end, “AI is no longer a side experiment. It’s a core capability. Clients want growth, not just cost-cutting. And they’re expecting technology to help them get there… Most of our clients aren’t asking for flashy one-offs. They’re asking how to get more value from the platforms they’ve already invested in – whether that’s Adobe, Salesforce, or their broader cloud ecosystem.”
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