Accenture has named Melissa Fein as U.S. media lead for Accenture Song, the consultancy’s marketing services division, per details shared with Marketing Dive. The move comes as the firm continues to deepen its focus on media following the 2024 launch of media operations in Australia and a few notable wins in the region. Fein currently serves as media lead for the Australia and New Zealand markets and will begin the new role Oct. 1.
The expansion of Accenture’s media business into the U.S. could be welcomed by marketers, particularly for larger players who may feel limited in their choice of media agency partners in the wake of news like PepsiCo shifting its media business to Publicis earlier this month, Madison & Wall noted in an analysis of Fein’s appointment. Historically, Accenture’s focus areas in marketing services have been around creative, tech and transformation.
“I’m incredibly proud of what we’ve built across ANZ, and of the team that made it possible,” Fein said in written remarks. “We set out to build a media capability that was more connected, more client-focused and more directly tied to growth. The opportunity now is to bring those learnings to the U.S., while continuing to collaborate with colleagues and clients across Accenture Song globally.”
Fein joined Accenture Song in 2024 and is credited with building a differentiated media business that weds creativity, technology, data and customer experience and represents how media can operate within the organization. In her new role, Fein will help scale Accenture Song’s U.S. media operations.
The appointment of Fein is a significant step for Accenture in deepening its focus on media. There was speculation in the 2010s around whether the firm would buy or joint venture its way into traditional media services, with independents including Horizon and holding companies like Interpublic viewed as fitting suitors, per Madison & Wall.
Accenture’s investment in the space was limited until it began its Australian media operations in 2024. Since, a handful of business wins have signaled potential: In 2025, the company won the Optus telecom account. Additional wins include fintech platform Airwallex and Australia Post.
“Winning Optus provided the first real validation,” per Madison & Wall. “Its marketers said price was not the deciding factor; they wanted creative and media working together for a ‘multiplier effect, with Song taking media and Droga5 creative.”
Before joining Accenture Song, Fein served as CEO of Omnicom agency Initiative. Her resume also includes stints at Ensemble Australia, Paramount and WPP.
Accenture Song will continue to prioritize growth in Australia and New Zealand, with Sam Geer set to lead the region's media business going forward alongside Chris Colter and Nick Thomas. Geer will work under the leadership of Accenture Song ANZ Lead Bronwyn van der Merwe and Marketing Lead Matt Michael. Fein will also continue to offer her expertise and relationships to clients in the region, according to a press release.
“[Fein’s] leadership has helped create real momentum in the market, and that momentum continues with a deep bench of talent and strong client relationships. Our ANZ clients remain in excellent hands as we move into the next phase of growth,” said Michael in written remarks.
Accenture reported a 6% year-over-year increase in revenue in the third quarter of fiscal 2026 ended May 31, according to an earnings statement. CEO Julie Sweet attributed the gains to large-scale client work, efforts to capture new areas of growth and bets on artificial intelligence.
