Axicom has appointed its first managing director in Germany to drive the WPP specialist tech agency’s expansion across Germany and Europe.
Eric Claassen, who brings 15 years of experience in integrated brand and corporate communications, has held roles at agencies including FleishmanHillard and MSL. Most recently, he developed and led the PR unit at German digital, data analytics, and content agency Looping Group, working with clients such as BMW, Tiffany & Co, Allianz, Netflix, Asus, and the Marine Stewardship Council.
Claassen will join Axicom’s European leadership team and report directly to new EMEA president Isobel Coney. His appointment marks the first major leadership change under Coney, who joined the agency in October after Kate Stevens transitioned into a global chief experience officer role.
As part of Axicom’s European growth strategy, Claassen will collaborate with colleagues across the agency’s six other European offices in London, Stockholm, Paris, Milan, Amsterdam, and Madrid. His focus will include employee development and expanding the agency’s service offerings in data, analytics, AI, content creation, and creative services.
The previous leader in Germany, Martina Brembeck, has been with Axicom for nearly 30 years and is now in her final year before retirement. She will remain in the company during a transition period.
Coney highlighted Axicom’s rapid growth and the significance of attracting a leader of Claassen’s caliber. She also expressed appreciation for Brembeck’s long-standing contributions to the agency.
Claassen emphasized the vast potential for technology communication in Germany, noting Axicom’s ability to create new opportunities for clients through a blend of enthusiasm and expertise. He looks forward to shaping the agency’s next phase of growth alongside an ambitious team and within a strong network.
Axicom experienced double-digit growth in 2024 and is targeting a similar performance this year. The agency was also recognized as PRovoke Media’s EMEA and Global Technology Agency of the Year in 2024.
