(MENAFN- PRovoke) LONDON - W Communications has promoted managing director Matt Brown to UK CEO, as the agency looks ahead to its next phase of international expansion.

Brown (pictured) joined W from Edelman in January after six years at Edelman, latterly as vice chair of brand for EMEA. Before that, he was a managing partner of advertising agency The Brooklyn Brothers. He has worked with clients including Jaguar Land Rover, Apple, Diageo, IKEA, Mini and Virgin.

As CEO, Brown will continue to lead agency strategy, client service, creative and commercial performance and culture for its London-based operation. He will also remain responsible for W's integrated offer, now including digital media buying, earned SEO, OOH advertising and brand strategy.

W founder Warren Johnson said Brown had already “spearheaded major growth” and the agency had recently won several high-profile new clients, including global wins from the luxury travel and hospitality space, and a "globally famous" FMCG brand.

He said the move would allow him to focus on international expansion of the London-based firm, which has had a presence in New York since 2015 and Singapore since 2021, and more recently set up shop in the Middle East (Abu Dhabi and Riyadh) and Reykjavic, Iceland.

Johnson added:“The industry continues to change at lightning speed and with Matt at the helm as CEO in the UK we will continue to innovate at pace – with my focus specifically on driving expansion in new territories and supercharging our in-house specialisms. Matt has already made an exceptional impact at W, and I am incredibly proud of his achievements so far. I'm looking forward to seeing what we'll accomplish next as he steps up to this new role.

Brown is the first UK CEO of W since Frankie Cory – now co-founder with Fenella Grey of Hello Tomorrow – joined the firm in 2022 as co-CEO alongside Johnson. She left the firm in early 2024.

Brown said of his promotion:“It's been an incredible nine months with Warren and the W team. I continue to be blown away by the calibre of the clients, the people and the campaigns we have been able to create together, so I am very excited to take my role to the next level and deliver even more brilliant things for the agency. I wanted to make 2025 a memorable year, and it's been that and more! I can't wait for what's to come.”

W recently paid the second set of 'dividends' to its team as part of the company becoming an Employee Ownership Trust in July 2024. The agency also recently launched a standalone sports marketing firm, Spike, and named a new general manager for the APAC region .

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