HomeGlobalNewsroomAxicom and Ideal to Merge to Create Technology Communications Powerhouse

Axicom and Ideal to Merge to Create Technology Communications Powerhouse

May 23, 2024

NEW YORK, MAY 23, 2024 -- BCW and Hill & Knowlton, which will merge as of July 1, 2024 to form Burson, today announced that specialty technology communications agencies Axicom and Brazil-based Ideal will combine, effective July 1. Ideal’s business in Brazil will rebrand to Ideal Axicom, while its business in Mexico will be renamed Axicom.

With the merger, Axicom’s global network will span the United Kingdom, France, Germany, the Netherlands, Italy, Spain, Sweden, Brazil, Mexico and the U.S.

“Axicom and Ideal are tremendously complementary businesses focused on creating value for technology companies through a future-focused approach that helps them navigate complexity, anticipate trends and build long-term reputational value,” said Corey duBrowa, Global CEO, BCW Group, who will retain the same title with Burson. “Coming together will be a force multiplier for Axicom with new talent and services in critical emerging innovation hubs in Mexico and Brazil.”

With the merger, Axicom gains immediate global scale and additional expertise across content, creative, data, strategy and planning. “Technology brands, and brands with a technology story, are necessarily future focused as they are identifying opportunities to bring innovation to market,” said Matthew Lackie, Global CEO Axicom. “Our teams are exceptionally skilled in telling complex tech stories that not only drive immediate business impact but also establish reputation for the long-term. With Ideal joining us as Axicom we can now bring this expertise to a more global audience for our clients.”

Ideal was created in 2007 by journalists Ricardo Cesar and Eduardo Vieira and specializes in the growing market need for strategic communications advisory services supporting disruptive technology companies and those seeking a highly agile communications partner.

It was acquired by Hill & Knowlton in 2015.

“Ideal has been a strong performer and is highly regarded for the integrated communications expertise it brings to technology clients across Brazil and Mexico,” said AnnaMaria DeSalva, Chairman and CEO of Hill & Knowlton, who will become Chairman of Burson upon completion of the merger. “The union with Axicom represents a strategic step forward in our technology offering by immediately strengthening Axicom’s ability to serve a full continuum of tech clients, from disruptive start-ups to established global companies accelerating their digital transformations.” 

Lackie will remain in his role as Global CEO of Axicom, with Cesar taking on the role of President, Latin America. Cesar also becomes a member of Axicom's global council, helping shape the network's international strategies.

On January 25th, WPP announced it would merge its two largest communications agencies, BCW and Hill & Knowlton, to form Burson, a powerhouse delivering modern communications leadership at scale to clients across the world. The merged company will become an industry-leading, full-service communications agency focused on building and protecting reputation. Burson will be operational as of July 1, 2024.