Watch: David Droga on the Accenture Song rebrand, AI and creativity

Watch the broadcast replay below—and follow the conversation on LinkedIn. Welcome to Ad Age Remotely, a streamed video segment focusing on the issues of the day. David Droga made headlines when he became the CEO of what was then Accenture Interactive in 2021. Since then, he has led a massive rebrand of the organization into what is now Accenture Song and helped grow the business to become the second largest agency company globally, according to Ad Age’s Datacenter. Last year Song posted $16 billion in revenue. Beyond the numbers, Droga’s passion for creativity is still palpable. But the definition of creativity, he said, is more than just communications. For Droga, creativity can be found in transforming a business. “Creativity is much more than just design, storytelling and emotion,” Droga said. “They’re fantastic parts of it. Creativity is just code for new. Creativity is just code for ambition and humanity. Hopefully, we inject that across all facets of what we’re doing.” Droga is also optimistic about generative AI and believes the technology will help change creative roles “for the better.” “It’s not going to sort of marginalize just what we do—it’s going to get rid of of the messy mediocre middle,” Droga said. Droga also discusses his appetite to create ambitious work, how he thinks about hiring talent and much more.

Watch: David Droga on the Accenture Song rebrand, AI and creativity

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