January 8, 2026  |  SIGN UP

Jim Cooper
DIGIDAY, EDITOR-IN-CHIEF

It has been quiet but consistent. Accenture Song, as we reported this week, has built an agency roster to rival the major agency holdcos and surpassed them in overall revenue.

This, of course, is — at present — an apples to oranges comparison. But if traditional agencies are now apples, they might want to considering switching up their fruit profile to remain competitive with brand marketers. That means broadening their definition of what modern marketing means. For Song, as Ndidi Oteh, CEO of Accenture Song put it to us: “We do not go to market talking only about marketing. We talk about customer service, commerce, sales, design and digital products.”

For context, Accenture Song generated roughly $20 billion in revenue over its last fiscal 2025, up 8% on the previous year. By comparison WPP reported £14.7 billion in 2024, while Publicis Groupe made €16.03 billion.

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