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GroupM-owned digital media brand Xaxis has promoted Silvia Sparry to global chief operating officer (COO), a newly created title aimed at pushing the business further toward artificial intelligence (AI) and data sciences.
Promoted from vp of global operations and platforms, Sparry will report directly to Xaxis global chief executive Nicola Bidon and will be responsible for tech platforms, partnerships, operations and process excellence.
Bidon said the creation of the new role and Sparry’s promotion was in recognition of the evolution of programmatic across new advertising channels.
“To help our clients seize the opportunities presented by this ever-changing and complex ecosystem, it is more important than ever for Xaxis to have a strong global operational leader who can drive operational excellence and innovation across the globe,” Bidon said in a statement. “Silvia has a proven track record of driving transformative initiatives, and I could not think of anyone better to help us continue our 10-year journey of innovation and growth.”
Delivering know-how
The role will also see Sparry work with the wider WPP and GroupM agency brands as well as across the 47 markets Xaxis operates within.
“I look forward to continuing to work closely with Nicolas and the talented Xaxis teams around the world to further transform the business into an AI and data-first company that equips its people with the capabilities and know-how to deliver the very best outcomes for our clients over the next decade and long into the future,” Sparry said in a statement.
Earlier this month, Xaxis said it will team up with advertising cloud company Cavai to create more personalized experiences for customers.
