# Ndidi Oteh's Growth Plan for Accenture Song

> Oteh leads Accenture Song's shift toward AI and agentic commerce with $1B pipeline.
- Title: Ndidi Oteh's Growth Plan for Accenture Song · Adweek
- Summary: Oteh leads Accenture Song's shift toward AI and agentic commerce with $1B pipeline. Oteh focuses on AI transformation and agentic commerce to capture…
- Keywords: ndidi oteh, accenture song, ai transformation, agentic commerce, whalar, google gemini, prada, radisson hotels, jaguar land rover, wpp, Ndidi, Oteh's
- Source: Adweek — https://adweek.com/agencies/agents-and-creators-ndidi-otehs-growth-plan-for-accenture-song
- Author: Alison Weissbrot
- Published: 2026-10-26T10:00:00+00:00
- Read time: 1 min
- Topics: ndidi oteh, accenture song, ai transformation, agentic commerce, whalar, google gemini, prada, radisson hotels, jaguar land rover, wpp
## 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.
## Key takeaway

Oteh focuses on AI transformation and agentic commerce to capture emerging marketing budgets.