FC Barcelona's Emma Armstrong Advances to Global Transformation Leader Role
In a shakeup at FCB, New York CEO Emma Armstrong now holds the title of global chief transformation officer. This expansion of her responsibilities means she'll oversee innovation and systems integration initiatives worldwide, with a focus on connecting FCB's global operations.
Armstrong, who's been at the helm of FCB New York for half a decade, has led the agency to impressive growth, tripling both revenue and staff while adding over 30 brands such as Listerine, Johnson's Baby, and Pringles to the roster.
The new role is about more than just numbers, though. Armstrong emphasizes the importance of using creativity as an "economic multiplier," and she sees the agency's delivery method evolving significantly over the past decade.
"As we formalize this role, [Armstrong's] unique ability to build trust with the world's largest clients was a key factor," notes FCB's global CEO Tyler Turnbull.
With her new duties, Armstrong will help shape FCB's strategy and the agency's use of AI—a critical component in their future plans. FCB already has an internal AI console integrated with five Large Language Models (LLMs) and is working on setting up agentic workflows.
While AI investment will be on the rise, the agency will be cautious not to let it overshadow human creativity. "It's never been easier to make content that's uninteresting," Turnbull warns. "The success of an agency depends on the work it creates."
With FCB's parent company, Publicis, prioritizing AI development, it's likely that Armstrong will play a key role in this broader trend. Expect to see AI integrated into marketing strategies, improving operational efficiencies, and enhancing client engagement with AI-driven insights and innovations.
- In her new role as global chief transformation officer, Emma Armstrong will focus on integrating AI into FCB's business strategies, aiming to use technology as a tool to boost creativity and finance growth.
- As FCB's global chief transformation officer, Armstrong will be responsible for shaping the agency's future plans, which include leveraging AI to enhance client engagement, improve operational efficiencies, and stimulate financial interest in the realm of creative business.
