Media agency veteran Melissa Fein, who is credited with scaling Accenture Song’s Asia Pacific media operations is relocating to the U.S. to lead and expand the firm’s U.S. media business. The move is effective October 1. 

She joined Accenture Song in 2024 as managing director-media for the APAC region from Initiative where she was CEO Australia.  

According to media and marketing advisory firm Madison And Wall, “The appointment is notable less for the title than for what it indicates about Accenture’s ambitions,” which for US media are big and to date unfulfilled. 

The advisory notes that for the last decade or more there’s been speculation that Song would scale its US media operation through acquisitions, as it did in other areas like creative, design and marketing related IT services. Firm’s like Horizon Media and Dentsu Media were said to be potential acquisition targets for Song.  

Instead, the company used Australia and the broader APAC region as a test market to develop a media model to complement its other offerings, hiring Fein to build it.  

Winning the Optus telecom account in June of 2025 was a breakthrough for the operation that Fein was building out. Other wins followed including fintech platform Airwallex and Australia Post.  

Song’s media ambitions in the US could be good news for marketers, M&W opines. “In the context of concerns some marketers may have in the wake of the PepsiCo-Publicis account shift news where large marketers may feel that their choices for media agency partners are constrained, an aggressive expansion by Accenture would likely be welcomed.”