In the role, Shah will work with WPP’s management team and board to deliver the company’s long-term strategy and identify corporate development opportunities.

The remit includes translating emerging technologies, new capabilities and client work into differentiated offers and new avenues for growth.

He will lead a core team focused on WPP’s group-wide strategy and future corporate development initiatives, previously led by Andrew Scott, who is leaving the business after 27 years.

Shah will also continue as chief executive of AKQA, a role he took up in 2025 after joining the agency from Accenture Song.

Cindy Rose, chief executive, WPP, 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.”

Earlier this year, WPP announced plans for significant restructure, shifting away from a holding company structure.