"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. Sure, the comparison is imperfect since they're not the same, but the signal is clear: a consulting firm now runs a marketing operation with the economic weight comparable to the largest agency networks - and unlike them, it's not in a stabilization phase."
"When Oteh stepped into the role last fall, she did not inherit an agency. She took on what Accenture has explicitly positioned as an operating layer that sits above them. That became formal last summer when Accenture folded Song into its Reinvention Services unit alongside strategy, consulting and technology - placing marketing inside one of its primary growth engines rather than on the perimeter of its services portfolio."
Accenture Song generated roughly $20 billion in fiscal 2025, growing 8% year-over-year and reaching revenue comparable with major agency holdcos. Song continues to expand through acquisitions, platform investments and ecosystem partnerships while operating outside many structural constraints that define traditional ad holdcos. Accenture positioned Song as an operating layer within its Reinvention Services unit alongside strategy, consulting and technology, bringing marketing into a primary growth engine. Song focuses upstream of advertising by designing data architecture, integrating platforms, reshaping workflows and retraining teams to operate inside AI-led systems, orchestrating marketing labor, data and technology across large enterprises.
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