Accenture Song Doubles Down on Droga5 and Appoints New Leadership in London

Droga5 London, part of Accenture Song, is entering a new era – uniting the strengths of its existing Droga5 team with talent and clients from across Accenture Song’s UK creative agency offering. At the heart of this evolution is a fresh leadership trio: Bill Scott, CEO, Tara Ford, chief creative officer and Will Hodge, chief strategy officer. Together, they mark a bold new chapter for the agency in the UK.

This move reflects a global recommitment to Droga5 as the creative dynamo within Accenture Song. With this newly unified team, Droga5 London will now serve as the primary creative home for Song’s UK creative agency clients and talent—bringing together sharp strategic thinking, world-class creativity, and the full power of Accenture Song’s capabilities to help clients solve their most complex challenges.

Leading the charge: Bill, Tara and Will

As UK CEO, Bill Scott will focus on launching the next chapter of Droga5 in London – bringing deep agency knowledge, creative excellence, and operational clarity to ensure the new offering delivers for clients and talent alike.

Tara Ford joins from Droga5 ANZ and Accenture Song APAC, where she has led globally celebrated, high-impact work. Her appointment brings a bold new creative agenda to London – one that is distinctive and forward-thinking for the UK market.
Will Hodge steps into a more focused role as chief strategy officer, bringing deep expertise in strategy and Accenture Song’s broader capabilities. In this role, Will returns to his core passion: sharpening the strategic edge for clients seeking to solve higher-order challenges with creativity.

Tara Ford: Award-winning creative leader with global credentials

With hundreds of awards to her name, Tara is recognised globally as one of the most consistently effective and creative leaders in the industry. Her recent work includes two of the most celebrated campaigns of the last two years: ‘The First Digital Nation’ for the Tuvaluan Government (Dan Wieden Titanium Grand Prix, Cannes 2023) and ‘Play It Safe’ for the Sydney Opera House (Film Grand Prix, Cannes 2024).

Tara has worked and led creative departments in Sydney, Melbourne, Amsterdam and London, producing innovative work that spans categories and disciplines. She was named Campaign Asia’s Creative Leader of the Year (2023), AWARD’s Creative Leader of the Year (2023/24), and APAC Creative Captain (2022) by Women Leading Change.

Will Hodge: A strategic tour de force behind business-defining work

Will has shaped strategic and creative agendas across some of the UK’s most progressive marketing businesses, spanning multiple categories and agency environments. Most recently, he brings deep expertise in delivering transformative, commercially impactful work for clients including Arla, The British Army, Plusnet, Lidl, Confused.com, Virgin Money, and through winning a place on the last Crown Commercial Service roster.

Will thrives on finding new ways to deliver strategic value, having developed several innovative and profitable practices over the past decade – including a human insight function, brand design offer, and social and influencer marketing capability. He is known for building high-performing, multidisciplinary teams and for uniting brand, creative, and business strategy at scale.

A new home for clients and talent alike

Following years of groundbreaking work – including recognitions by Adweek and Ad Age, which celebrated Droga5 as the Agency of the Decade in 2020 – the year ahead will be one of major transformations for the agency. 2025 marks the beginning of a new era for Droga5, which has become synonymous with creative excellence.

Already the year has got off to a fast start with new work and new wins around the world, hot on the heels of 2024’s highlighted expansion of the agency into Australia and New Zealand, and Brazil.

Ushering in new leadership, offices and acquisitions that strengthen its network

- Last year saw the introduction of Mark Green as global CEO, Pelle Sjoenell as worldwide CCO, and Emma Montgomery as global CSO.

- Through the 2024 acquisition of award-winning Brazilian agency SOKO, Droga5 strengthened its leadership team in South America with creative chairperson Felipe Simi (co-founder of SOKO), CEO Brisa Vicente, and CCO Rafael Ziggy.

- The rebrand of The Monkeys – which was co-founded by Mark Green – to Droga5 ANZ in 2024 also shored up Droga5’s leadership team in APAC; with Matt Michael appointed CEO of all three Droga5 ANZ offices.

- As part of Accenture Song, Droga5 benefits from being part of the tech-powered creative group—an unfair advantage relative to competition.

- The global Droga5 network is now over 1000-people strong across offices in New York, London, Dublin, São Paulo, Tokyo, Sydney, Melbourne, and Auckland.

This move not only strengthens Droga5’s leadership but signals a bold creative reinvention – bringing together Accenture Song’s UK creative agency clients, talent and capabilities under the Droga5 banner. It marks a simplification of Accenture Song’s creative offering in the UK, with clients now benefiting from world-class strategy, creative firepower and global scale – all in one place and with access to the unrivalled range and scale of Accenture Song’s tech-powered creative capabilities.

Clients across the newly unified Droga5 London offering include Lidl, The British Army, Plusnet, JP Morgan Chase, Amazon, Philips Domestic Appliances, Qiddiya, Suntory and Amex GBT.

Mark Green, global CEO, Droga5 said, “This is an exciting new chapter for Droga5 in London. The combination of Tara Ford, Bill Scott and Will Hodge will be transformative for our team and clients. They are all accomplished in their own ways and truly world class talents. Whilst Bill and Will are no strangers to the London market, Tara really felt like the final piece of the puzzle. I have worked with her for many years, and I cannot wait to see what she does with Bill and Will in London and beyond.”

Bill Scott, CEO, Droga5 London said, “I’m thrilled to partner with Tara and Will to usher in an exciting new era for Droga5 London. Tara is a visionary leader with a proven track record for delivering industry-defining creativity and Will brings one of the sharpest strategic minds in the business. Together we’re building on the agency’s reputation for exceptional creativity; an agency built for our clients, our people, and the challenges ahead.”

Tara Ford, CCO, Droga5 London said, “The UK is a dynamic, creatively ambitious market, and I’m energised by the opportunity to work with this exceptional new team to deliver innovative creative thinking that pushes boundaries, categories and (with any luck) the industry itself.”

Will Hodge, CSO, Droga5 London said, “It’s a huge honour to be part of this leadership team and to bring together the best strategic and creative minds in the business under one roof. Droga5 is here to unlock powerful new ways to solve the biggest challenges facing brands today and to find creative opportunity in places others simply can’t reach.”