NEW YORK — Newly merged Burson Cohn & Wolfe is bringing its European-based tech agency Axicom to the US — the first step in a push to expand the brand around the world.

AxiCom US will be created through a consolidation of BCW's existing US tech agencies, North of Nine and PPR. San Francisco-based Emily Dunlop, leader of PPR US, has been appointed president and will report to BCW global CEO Donna Imperato.

North of Nine and PPR are both former Burson-Marsteller agencies. North of Nine came into existence as a conflict shop for Burson that has previously worked with clients that include Snapchat, HP, Intel and Ericcson. Meanwhile, PPR took over the US PR business for Dell business after Enfatico's 2010 disbandment. A spokesperson declined to state whether North of Nine CEO Jennifer Graham Clary would have a role in AxiCom US.

“I always envisioned creating a global tech powerhouse by leveraging [AxiCom's] superior talent and expertise," said Imperato. "The technology sector requires deep and dedicated knowledge and service and I’m excited about AxiCom now having a strong US and European footprint."

BCW will retain its own tech practice while AxiCom will operate as a technology-focused speciality brand within the BCW Group of companies. AxiCom has operations in seven markets across Europe, working in sectors including enterprise computing, telecoms, consumer, fintech, media technology and business applications. The agency will have more than 160 employees in Europe and US under the new structure.

"I’m excited about this new leadership opportunity and to work together with the talented team at AxiCom to create truly integrated programs, push our own boundaries of creativity and deliver unparalleled service and results for our clients,” Dunlop said.