Dr Axel Averdung is Managing Director at Accenture Song. With a strong background in Marketing and Innovations Management, Axel developed his professional expertise in the fields of data-fueled strategic marketing, user-centric product design as well as innovations to business models and digital ecosystems.

His sound experience in foreseeing the impact of changing human behaviour and disruptive digital technologies to organisations, has encouraged numerous businesses to undergo a true digital transformation.