Introducing Ndidi Oteh, the New CEO of Accenture Song
Accenture Song, a $19 billion marketing subsidiary of global consulting conglomerate Accenture, is gearing up for a major leadership transition as creative advertising luminary David Droga prepares to step down as CEO, a move announced on Wednesday.
In the upcoming fiscal year, Droga, who has spearheaded Song since 2021, will assume the role of vice chair at Accenture. Replacing him as CEO on September 1 will be Ndidi Oteh, a 14-year Accenture veteran who currently heads Song's business in the Americas. She will also join Accenture's Global Management Committee at the same time.
Born in St. Louis and based in Los Angeles, Oteh is recognized for helping Fortune 500 companies seamlessly integrate artificial intelligence (AI), data, and design to drive consumer engagement and growth. Since joining Accenture in 2011, she has held various leadership positions across strategy, technology, and brand experience.
In an interview with ADWEEK in March, prior to her appointment, Oteh discussed the ways AI is transforming creative work and the needs of clients concerning technology investments. She highlighted that most clients aren't requesting flashy temporary solutions but rather seeking ways to derive more value from the platforms they've already invested in-be it Adobe, Salesforce, or their broader cloud ecosystem. Oteh stated that over 30% of Song's client engagements already incorporate AI, a number she anticipates to grow further.
Under Oteh's guidance, Song has nurtured partnerships with OpenAI and Nvidia to produce marketing experiences for clients and modernize its own operations. For instance, a recent collaboration with Mondelēz used generative AI to scale local content creation-improving speed, personalization, and brand consistency at the same time.
"What we're focusing on isn't just advertising," Oteh stated. "It's about how brands build long-term relevance, and how marketers get to concentrate on the tasks that genuinely impact outcomes."
Inheriting Droga's Legacy
Droga's tenure at Accenture Song has been marked by creative and commercial reinvention. In 2019, he sold his namesake agency Droga5, which he founded in 2006, to Accenture for $475 million-a significant deal in the creative agency realm. Under his leadership, Droga unified over 40 acquisitions under one umbrella, then known as Accenture Interactive. He subsequently rebranded the group to Accenture Song in 2022.
During his leadership, Accenture Song grew from $12.5 billion to $19 billion in just four years, and received top honors at Cannes Lions, the Webby Awards, and an Emmy, according to a press release.
"We've been performing this work for a while," Oteh commented. "Now, the world is catching up."
With the upcoming leadership transition at Accenture Song, Ndidi Oteh, a seasoned Accenture veteran and technology champion, will take over as CEO. Oteh, who has been instrumental in driving growth and integration of AI, data, and design for Fortune 500 companies, will be tasked with further expanding Song's client engagements in finance, business, and technology.
