David Droga has stepped up to a vice chair position at Accenture, leading to Ndidi Oteh taking over as head of Accenture Song. This transition raises questions about how Droga's absence will impact the creative direction of the company, which has increasingly pivoted towards a focus on CRM and customer data instead of purely creative marketing. Notably, Accenture's rebranding from Accenture Interactive to Accenture Song reflects these evolving priorities, supported by recent acquisitions that emphasize customer engagement and analytics over traditional advertising approaches.
In some ways, the skillset and rolodex Droga brought to the job isn't as necessary in today's Accenture Song, which has evolved its focus from the creative elements of marketing to a more CRM and customer-data focus.
Giacomo Lee, editor in chief of ERP Today, wrote back in December about the company, "Accenture Interactive's rebranding to Accenture Song in 2022 is more than just a rebrand job, and a clear pointer to Accenture's ambitions in CRM and customer data."
Droga told the Wall Street Journal he's "happy to catch my breath, because I've been sprinting since I was 18." He was not made available for comment, nor was Oteh.
The immediate question is how will Droga's absence from Song affect that company's creative chops?
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