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Accenture centralizes marketing under Chalwin while Song repositions ANZ media leadership, testing whether consulting-led creative units can outpace holding-company integration.
$64.1 billion
in annual revenue
15 percent
year-over-year growth in APAC markets through March 2024
$12 billion
in FY2024 revenue globally
19 percent
of parent-company totals
Accenture appointed Emma Chalwin as Chief Marketing Officer while its Song unit installed Sam Geer to lead Australia and New Zealand media operations, replacing Melissa Fein who transfers to US markets. The moves arrive as consulting firms restructure marketing functions to reflect $64.1 billion in annual revenue — Accenture's FY2024 figure — and growing demands for integrated brand and commerce capabilities.
Chalwin joins from undisclosed prior role. Geer assumes leadership of ANZ media at Song, the creative and experience arm Accenture formed in 2022 by consolidating Droga5, Rothco, and sixteen other acquisitions. Fein departs Sydney for a US-based Song role, geography unspecified. The ANZ shuffle follows Song's 15 percent year-over-year growth in APAC markets through March 2024, per Accenture's Q3 earnings disclosure. Song generated approximately $12 billion in FY2024 revenue globally, representing roughly 19 percent of parent-company totals.
The CMO appointment signals Accenture's intent to centralize marketing authority as consulting competitors blur into media holding companies. Chalwin inherits oversight of brand, demand generation, and partnership marketing across 120 countries. Her mandate includes aligning Accenture's corporate identity with Song's creative output — a recurring friction point since the 2022 integration. Song competes directly with WPP, Publicis Groupe, and Omnicom for Fortune 500 retainers, yet lacks the household brand recognition those legacy networks command. Accenture spent approximately $890 million on sales and marketing in FY2024, up 8 percent year-over-year, per annual filings. Chalwin's first test: justifying that spend against Song's pitch-win rate, which industry observers estimate at 22 percent for accounts exceeding $10 million in annual value.
The ANZ realignment matters because Australia remains a testing ground for Song's media-buying integration. Geer inherits relationships with Telstra, Commonwealth Bank, and Woolworths — accounts where Song competes against GroupM and Omnicom Media Group on programmatic and retail media. Fein's US transfer suggests Accenture is prioritizing North American growth, where Song underperforms IPG and Publicis in automotive and pharmaceutical verticals. The US accounts for 44 percent of Accenture's revenue; ANZ contributes approximately 4 percent. Geer's ability to retain ANZ accounts while Fein departs will indicate whether Song's leadership pipeline can withstand geographic shuffles without client attrition.
Operators should watch for Chalwin's first major campaign, likely tied to Accenture's Q4 earnings announcement in late September 2025. Song's next significant pitch outcome will surface in ANZ retail media by October, when Woolworths and Coles typically review annual agency rosters. US-based Song hires under Fein's relocated leadership should appear in LinkedIn disclosures between June and August, revealing whether the transfer includes team expansion or cost reallocation.
Accenture's FY2025 guidance projects 3 to 6 percent revenue growth in constant currency. Song's contribution depends on whether Chalwin and Geer can convert consulting relationships into media retainers faster than legacy holding companies convert creative pitches into consulting contracts. The next twelve months will clarify who owns the client wallet.
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