Xaxis, the outcome-driven media company within GroupM, has announced the promotion of Silvia Sparry to the position of Global Chief Operating Officer (COO). Reporting to Nicolas Bidon, the Global CEO, Sparry, formerly VP of Global Operations & Platforms, will now lead Xaxis’ global operations with a specific focus on advancing the company’s journey to become a foremost artificial intelligence (AI) and data science-centric entity.
In her newly established role, Sparry will oversee technology platforms, partnerships, operations, and process excellence, working to optimize synergies across Xaxis’ 47 markets and the broader GroupM and WPP networks. Her responsibilities include driving Xaxis’ transformation into an AI and data-driven organization.
Collaborating closely with GroupM agencies, Sparry will play a crucial role in translating distinctive capabilities, such as Xaxis’ proprietary AI platform Copilot and GroupM Choreograph, into consistent value for clients. The goal is to enhance clients’ outcomes from their digital media investments.
Nicolas Bidon, Global CEO at Xaxis, emphasized the increasing importance of globally scaled specialists in programmatic advertising, particularly as it expands into new channels like audio, TV, or out-of-home. He highlighted the significance of having a strong global operational leader like Silvia Sparry to drive operational excellence and innovation amid the evolving and complex ecosystem.
Sparry expressed her excitement about taking on the new responsibilities at Xaxis during a transformative period. She looks forward to collaborating with Nicolas and the talented teams at Xaxis worldwide to further the company’s evolution into an AI and data-first organization. Sparry aims to equip the team with the capabilities and knowledge needed to deliver optimal outcomes for clients in the coming decade and beyond.
