TLDR
Melissa Fein moves from Sydney to lead Accenture Song's US media business from 1 October 2026, after building the ANZ operation from scratch in under two years. Sam Geer takes over the ANZ media role, backed by Chris Colter and Nick Thomas.
KEY TAKEAWAYS
What is changing and when
Melissa Fein takes up the US Media Lead role at Accenture Song on 1 October 2026, moving from Sydney after building the consultancy's ANZ media operation over the past two years.[1] Accenture Song announced the appointment on 16 September 2026.
Sam Geer steps into the ANZ media lead position from that same date, supported by Chris Colter and Nick Thomas.[1] Bronwyn van der Merwe, as ANZ Lead, and Matt Michael, as Marketing Lead, continue running the broader Australian and New Zealand operation.[1]
What Fein built in ANZ
Fein joined Accenture Song in 2024 as its first dedicated media lead for Australia and New Zealand, arriving from Initiative Australia where she had been chief executive.[2] The brief was to build from the ground up: an integrated media business connecting creativity, technology, data and customer experience under one roof, with Optus and Australia Post among the accounts landed along the way.[2]
Fein described the intent plainly. "We set out to build a media capability that was more connected, more client-focused and more directly tied to growth," she said. "The opportunity now is to bring those learnings to the US, while continuing to collaborate with colleagues and clients across Accenture Song globally. I am excited to help connect ideas, talent and innovation across markets as we continue shaping what modern media can look like for clients."[1]
Matt Michael, Droga5 ANZ chief executive and Accenture Song ANZ Marketing Lead, said the appointment confirmed what the team had put together. "Her leadership has helped create real momentum in the market, and that momentum continues with a deep bench of talent and strong client relationships," Michael said.[1]
The bigger picture
Ami Palan, Head of Accenture Song Americas, said the ANZ track record was the point. "Melissa brings extensive experience across the media industry and market-tested experience from ANZ, where she helped build connected capability rooted in client growth," Palan said.[1] Accenture confirmed Australia and New Zealand remain strategic growth markets.[3]
Global holding companies have been trimming media agency rosters through 2025 and into 2026, while consultancies have moved the other way, investing in integrated media, creative and data capabilities.[2] Accenture Song's decision to export the ANZ model to the US reflects the consultancy's view of its southern-hemisphere operation as a strategic growth platform rather than a regional outpost.[1]
Sam Geer's appointment, backed by a leadership bench that includes Colter, Thomas, van der Merwe and Michael, suggests Accenture Song intends to build on what Fein established rather than hold the position.[1] Fein's start date in New York is 1 October 2026.
SOURCES & CITATIONS
FREQUENTLY ASKED QUESTIONS
Who is replacing Melissa Fein as ANZ Media Lead at Accenture Song?
What accounts did Fein win during her time leading Accenture Song ANZ?
Why is Accenture Song sending an ANZ executive to run its US media business?
Xaviery Malinao writes for Prompt the Market on how brands and agencies are adapting to answer engines, drawing on Bushnote's work with clients across search, AI search and content.
