Burson Dissolves Axicom Leadership, Folds Tech Unit Into Global Structure

Burson has reorganized the global operations of Axicom, its specialist technology PR unit, dissolving the agency's standalone leadership structure and placing its teams under direct Burson management. Three senior executives have departed as a result.

Three Senior Leaders Exit as Structure Collapses

The reorganization removes Axicom's entire global C-suite. CEO Matt Lackie, COO Rosie Bannister, and Chief Experience Officer Kate Stevens have all left the business.

WPP Hires Goldman Sachs to Explore Burson Sale

WPP hires Goldman Sachs to explore a sale of Burson, its global PR division, as back-to-back revenue declines and £3.4bn debt pressure the agency holding company.

Mission MediaMission Media

Kristine Boyden, Burson's Americas chief executive, has been named interim global technology practice lead. Regional leaders will now report directly into Burson's management structure rather than to a dedicated Axicom global team.

The Axicom brand name will be retained. Burson CEO Corey duBrowa stated: "Both the Burson and Axicom technology brands and teams will remain distinct and separate, and they will continue to serve clients where and when their respective expertise is best suited."

Integration is already underway in EMEA and Latin America. In Latin America, the move builds on the 2024 merger of Brazilian firm Ideal into Axicom, which rebranded as Ideal Axicom in Brazil and Axicom in Mexico. Burson operates 10 offices across Latin America, spanning eight countries plus a Miami hub.

Reorganization Sits Within WPP's Broader Efficiency Push

The Axicom restructuring is not an isolated move. It occurs within WPP's multi-year Elevate28 strategic plan, announced in February 2025 by CEO Cindy Rose, under which Burson will be housed within a new WPP Creative division.

Reports have also indicated that WPP has begun exploring a potential sale of its PR division, which includes Burson. That context makes operational streamlining and cost reduction a likely priority across the portfolio.

The pattern is visible elsewhere in the holding company world. Omnicom has retired legacy agency brands including FCB London and MullenLowe UK following its own merger, consolidating operations under the Omnicom Advertising Group. Burson's decision to preserve the Axicom brand while integrating operations represents a less disruptive approach.

Industry data adds further pressure. 39% of CMOs plan to cut agency or in-house spending in 2025, pushing holding companies to eliminate management duplication and demonstrate cost efficiency to clients.

Institutional Knowledge Loss Raises Client Questions

Stevens' departure is notable for its scale of tenure. She joined Axicom as an account director and rose over nearly 20 years to chief experience officer, serving as managing director from 2017 and president of Europe from 2020. Bannister joined in 2020 from Huawei. Lackie joined in 2021 from Golin and led Axicom to several industry awards during his tenure.

All three have been recognized in industry rankings. Their combined exit removes significant client relationship history and operational knowledge from the restructured unit.

Burson has told staff internally that daily operations will remain largely unchanged beyond the structural modifications.

For clients currently working with Axicom, the practical shift is that strategic decisions and resource allocation will flow through Burson's leadership rather than a dedicated Axicom C-suite. Forrester's 2025 agency predictions note that clients increasingly scrutinize whether consolidated agency structures maintain the specialist focus they originally contracted for.

The next phase of regional integration and any permanent appointment to the global technology practice lead role have not yet been announced.