From Adweek · Alison Weissbrot · · 1m 20s
Ndidi Oteh's Growth Plan for Accenture Song
Oteh leads Accenture Song's shift toward AI and agentic commerce with $1B pipeline.
In brief
Oteh leads Accenture Song's shift toward AI and agentic commerce with $1B pipeline. Oteh focuses on AI transformation and agentic commerce to capture emerging marketing budgets. Originally reported by Adweek.
Oteh takes charge
Ndidi Oteh became global CEO of Accenture Song in September 2025 after David Droga.
“I was really clear before they confirmed the role”
Song's growth strategy
Oteh aims to capture marketing budgets in AI transformation and agentic commerce.
Whalar acquisition
Accenture Song acquired Whalar in July for creator campaigns managing $600 million annually.
Agentic commerce focus
Oteh partners with Google Gemini for Enterprise to build agentic commerce solutions.
AI pipeline growth
Accenture Song's agentic commerce pipeline grew from zero in January to $1 billion.
Client adoption challenges
Only 30% of marketers believe their organizations have the right AI infrastructure for 2026.
Droga5's role
Droga5, acquired by Accenture in 2019, now aligns with Accenture's growth strategy.
Media buying approach
Accenture Song plans non-traditional media buying solutions for clients.
Jaguar Land Rover loss
Accenture Song lost Jaguar Land Rover to WPP in May for a marketing transformation brief.
AI transformation challenges
AI projects face resistance due to traditional agency billing models and infrastructure gaps.
The main idea
Oteh focuses on AI transformation and agentic commerce to capture emerging marketing budgets.
