Beth Freedman has been named the new UK chief executive of Dentsu Aegis Network’s full-service agency, dentsu X.
She replaces Patrick Affleck as he departs the ad network and becomes UK CEO of Havas Media Group.
Freedman joins from sister agency Gyro UK, which she joined as managing director in January 2018. She has more than 20 years’ experience altogether, including senior positions at agencies including Saatchi & Saatchi, Arnold and Fallon.
“The current environment presents great challenges but also great opportunities for businesses that are able to adapt and evolve,” Freedman said.
“dentsu X provides them with a unique proposition to help navigate those challenges and it’s an agency that I’ve admired since its launch last year. I’m looking forward to ensuring its people truly thrive and deliver for our clients.”
She will now report into Hamish Nicklin, executive director – media at Dentsu Aegis Network UK & Ireland, who added that Freedman is an “excellent fit” for the agency and its ambition.
“dentsu X offers our clients a unique set of capabilities specifically focused on helping them find creative solutions for the digital economy that will help their businesses grow in a sustainable way,” he said.
“Beth’s expertise and the way she works perfectly reflects that, and I’m looking forward to seeing her unique blend of skills and experience benefit the agency.”
Gyro is expected to announce a replacement for Freedman in due course.
dentsu X was relaunched in June last year after merging with three fellow Dentsu Aegis agency brands – 360i, Fetch and ICUC.
The UK arm of the agency employs more than 200 people and works with clients including Toyota, McDonald’s, Hasbro and Netflix.