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Xaxis names Nicolas Bidon as global president amid wider GroupM shakeup

By Sean Larkin, Programmatic Reporter

December 7, 2016 | 3 min read

Xaxis has confirmed that former European chief executive (CEO) Nicolas Bidon is now president of the GroupM adtech unit succeeding Brian Gleason in the top spot after the announcement of his own elevation to global CEO of [m]Platform.

Nicolas Bidon is now president of Xaxis and leads its efforts globally

Nicolas Bidon is now president of Xaxis and leads its efforts globally

As global president Bidon will be responsible for guiding Xaxis’ overall company strategy, with the promotion marking his second such move within the GroupM outfit in 2016 – a year that has seen significant changes within the WPP's media investment arm.

Prior to his role as CEO of Xaxis EMEA Bidon was global CEO of its native ad specialist Plista, opening operations in new markets across the globe during his time in that role. He then took up the reins at Xaxis EMEA following the departure of his predecessor Caspar Schlikum.

Bidon will lead Xaxis’ continuing expansion of its proprietary technology and data offerings with an emphasis on addressability, accountability and performance. This includes growing the global footprint of its recently acquired digital retail unit, Triad Retail Media

“Nicolas has played an integral role in the Xaxis success story over the past four years and we are pleased to welcome his leadership as global president,” said Gleason, commenting on the move.

Bidon added: “Our mission has not changed: we aim to leverage our technology and data assets to deliver guaranteed ROI for brands, while making advertising more relevant and timely to consumers. We look forward to continuing to advance the state of the art in audience and performance driven media products to achieve that goal.”

Last week, GroupM announced the global launch of [m]Platform, representing a major overhaul of the agency network's media investment unit, with the new adtech platform promises an open ‘universal ID’ that would essentially see it rival Facebook and Google as a means for clients to target and measure their media spend across all sources of online media.

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