LONDON — WPP technology specialist Axicom, part of the Burson family of agencies, has created two new senior roles – chief innovation officer and chief operations officer – as part of its new “futurists not followers” positioning and plan for growth.

Brian Snyder, who joined the agency in 2022 as global president of digital from Golin, has been elevated to chief innovation officer, and Rosie Bannister, who joined from Huawei as UK managing director in 2020 and took on additional responsibilities as head of global growth and marketing last year, has stepped into the newly created chief operating officer role.

Snyder will focus on developing Axicom's global innovation strategy, with a brief to “inject AI into the agency's DNA” and “democratize innovation” by equipping every team with the ability to build and deploy their own AI agents to help the agency anticipate trends, develop earned-first campaigns, and test messaging with synthetic audiences. Bannister will focus on how the agency’s innovation strategy is delivered to teams and clients.

Axicom global CEO Matthew Lackie said the new approach will ensure the agency is ahead of industry innovations and “translating them into Axicom’s work process, counsel and solutions, to deliver impact for clients.”

He said: “Many agencies can envision the future, but few can actually build it. Brian and Rosie bring the perfect blend of visionary thinking and flawless execution to not only develop cutting-edge solutions but also ensure we can seamlessly integrate them into our client work. This is about more than just adapting to change; it's about leading the transformation.”

Of his new role, Snyder said: “The communications landscape is being rewritten by AI. I'm eager to lead Axicom in harnessing its transformative power, empowering our clients to achieve outcomes they haven't even imagined yet.”

Bannister added: “We understand that the ‘how’ is just as important as the vision. That is my strength: strategically identifying the opportunities, proactively addressing the challenges, and meticulously building the robust foundations needed to transform our vision into a tangible reality to seamlessly deliver exceptional value for our clients.”

The two appointments follow Axicom’s new global creative approach – “Calculated Bravery”, led by ECD Graeme Anthony – and recent wins such as eBay and Honor.