WPP has named AKQA chief executive Baiju Shah as group chief strategy officer. Shah will continue as chief executive of AKQA, WPP’s design and innovation agency.In his new role, Shah will lead the company's long-term strategy and corporate development opportunities across WPP, as well as play a key role in implementing its Elevate28 strategy. Shah is taking the majority of duties being left by WPP’s former global chief operating officer, Andrew Scott, whose key role was leading M&A for the holding company. Scott announced he was stepping down after 27 years in August last year. He will report to WPP’s chief executive, Cindy Rose, and work closely with WPP's management team and board to help steer where the holding company invests long term. WPP said this will include “translating emerging technologies, new capabilities and frontier client work into differentiated offers” and new avenues for growth. The M&A corporate development team that has until now reported to Scott will now report to Shah, as well as the corporate strategy teams. Scott will work closely with Shah during the transition.Rose said: “Few leaders combine strategic thinking, technology expertise and a deep understanding of where client needs are heading as effectively as Baiju. “As WPP’s group chief strategy officer, he will play a critical role in accelerating our Elevate28 strategy, helping to shape our investment priorities, anticipate the future needs of our clients, and position WPP for the next wave of growth.” Shah joined AKQA last summer, replacing founder Ajaz Ahmed who resigned in 2024. He was previously global chief strategy officer at Accenture Song, which he co-founded as Accenture Interactive in 2009.Shah was hired as AKQA boss, amid news that Accenture and WPP had held discussions about a potential M&A deal or partnership.Shah said: “The pace of change across technology, culture and business is creating entirely new opportunities for growth. “As our clients look to adapt and compete in this new environment, WPP is uniquely positioned to help them create advantage. I'm excited to bring AKQA’s frontier perspective to a broader role and help WPP build what will matter most for our clients in the years ahead.”In April, Rose brought in a psychologist to boost WPP's culture and hired Anne-Isabelle Choueiri as chief transformation officer. Last November she appointed Conrad Persons as her chief of staff.This story first appeared on Campaign UK.