WPP’s Xaxis Creates New Leadership Role to Drive Innovation

By Erik Oster Comment

WPP programmatic media platform Xaxis has created a new leadership position around driving innovation, elevating Sara Robertson to global vp, disruption.

Formerly vp, product and engineering at Xaxis, Robertson will now be responsible fo managing investments, experimental research and development to drive technological innovation, including in the areas of programmatic media, applied machine learning, AR/VR, robotics and voice. She will also continue to lead the Xaxis proprietary artificial intelligence technology Copilot, as well as advanced data science initiatives more broadly, and act as the face of Xaxis’ data and AI initiatives externally.

Prior to joining Xaxis in 2015, Robertson led product, integration and serving implementations for ad-tech company CPX Interactive (now Digital Remedy). She also previously managed the platform behind artist fan clubs and websites for Warner Bros Records.

Xaxis also promoted Silvia Sparry from managing director, operations for the EMEA region to global vp, operations and platforms. Sparry joined Xaxis in 2013 after nearly 8 years at Vibrant Media, most recently as head of European analytics.

Both Robertson and Sparry will serve as members of Xaxis’ global executive committee in their new roles and report directly to Xaxis global CEO Nicolas Bidon.

“At a time when the pace of change in our industry only seems to be accelerating, it is a full-time job for most people to keep up. This is why we wanted to create space for these very successful change agents and visionaries within Xaxis to have a greater role in deciding how our company will invest in disruptive developments, on a global level,” Bidon said in a statement. “I am delighted to have Sara and Silvia join our worldwide Executive Committee. I have no doubt their strong vision and leadership skills will help future-proof our organization and continue generating successful outcomes for our partners.”