Axicom

Axicom continues to redefine what it means to be a communications agency in the technology space, blending deep industry expertise with creative storytelling and a fearless approach to innovation. Part of WPP’s Burson network, the agency – our EMEA and Global technology agency of the year for 2024 – has solidified its position as the go-to partner for brands with a tech story to tell, from global giants like eBay, Oppo, AMD, Sage and Ford, to fastest-growing disruptors in AI, cybersecurity, and enterprise software.

2024 was a challenging year for the technology sector, with economic uncertainty leading to budget freezes and shrinking marketing spend. But rather than retreat, Axicom ran right at it, embracing calculated bravery and a “futurists, not followers” mindset. The agency took risks, experimented with new ideas, and diversified its offering, resulting in double digit global growth, a single-digit increase in European revenue, and a 45% share of Axicom’s EMEA business coming from the UK. At the same time, it continued to expand, growing its headcount by 11% and securing seven clients with annual fees exceeding $1 million.

One of the most notable aspects of Axicom’s evolution has been its ability to blur the lines between B2B and consumer storytelling. The agency flexed its creative muscle with high-impact work for Honor Mobile, including the ‘Sorry, Not Sorry’ campaign, a tongue-in-cheek apology to Samsung owners that became one of the most talked-about tech campaigns of the year. For Vertiv, Axicom delivered a full-funnel global marketing programme that positioned the brand as a leader in data centre innovation, proving that technical storytelling can be as bold and engaging as consumer marketing.

Axicom’s strength isn’t just in its campaigns—it’s in how it future-proofs its clients and its people. Under the leadership of Kate Stevens, recently promoted to global chief experience officer, the agency has embedded AI into its training, strategy, and campaign development. From the "Understanding the Mind of the CEO" AI tool, which analyses executives’ digital footprints to craft tailored communications, to Axicom Trend Hunter, an intelligence platform that synthesises insights from Gartner, Forrester, and ONS reports, Axicom is leading the charge in how technology shapes PR. — MPS