Nearly a decade after it began acquiring agencies, Accenture’s marketing arm is now comparable to the largest ad agency holdcos — and is still aggressively expanding — while sitting outside many of the structural constraints that define them.
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. On the contrary, Song continues to widen its footprint through acquisitions, platform investments and ecosystem partnerships.
What’s emerging is a control layer in marketing services — one that increasingly determines how marketing labor, data and tech are orchestrated inside large enterprises.
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