Burson Strengthens EMEA Technology Leadership With New Regional Structure

Isobel Coney appointed to lead Burson and Axicom brands under the group's Technology Practice across the region, as demand for dedicated technology communications expertise accelerates.

London, 10 June, 2026 - Burson, the global communications agency purpose-built to create value for its clients through reputation, today announced a new regional leadership structure for its EMEA Technology Practice, appointing Isobel Coney to the newly created role of EMEA Technology Practice Leader.

This move strengthens the group's specialist technology communications capabilities across the region as demand for this expertise accelerates. Coney will lead both the Axicom and Burson technology brands under a unified practice, while also continuing in her role as President of Axicom EMEA. Her appointment reflects the company's commitment to dedicated specialist leadership at a time when the demands on technology brands have never been greater.

The announcement is accompanied by a series of further promotions and appointments at Axicom, further deepening the agency's expertise.

• Abbie Hughes has been appointed Head of Axicom UK. She will lead the award-winning technology specialist agency, having been central to the stability and growth of the UK business over the past year.
• Asim Qureshi has been promoted to Senior Director, Digital and Innovation at Axicom, and will work alongside Abbie to deliver integrated comms strategies designed to maximise client impact and engagement across digital platforms.
• Sarah Taylor has been promoted to Senior Associate Director, Enterprise Technology at Axicom, focusing on corporate and B2B communications for technology brands operating across enterprise, industrial, and innovation sectors.
• Mercedes Harvey has been promoted to Senior Associate Director, Global Consumer Campaigns at Axicom, specialising in internationally scalable campaigns and integrated storytelling programmes.
• Emily Avant has been promoted to Associate Director, UK Consumer Communications, at Axicom, with a focus on UK earned media strategy, brand visibility, and culturally relevant storytelling.

"Technology brands are navigating an extraordinary moment," said Isobel Coney, EMEA Technology Practice Leader, Burson Group. "The market demands communications partners who combine genuine specialist depth with the scale to operate globally and the creativity to cut through. The dual-brand model we have built gives us exactly that advantage. The team I have around me is one of the strongest I have worked with in twenty years in this industry and we are already seeing the results in how clients are choosing to work with us. I am enormously excited about what we are building."

Jon Hughes, CEO of Burson EMEA, said: "Isobel has had an exceptional impact since taking on the President of Axicom EMEA role, and this new position reflects both our confidence in her leadership and our ambition for the technology practice. The promotions of Abbie, Asim, Sarah, Mercedes, and Emily tell the same story. This is a team built for the next chapter of technology communications, at a time when genuine specialist talent has never been higher and when the ability to connect that talent across global markets has never mattered more. I couldn't be more excited about what they will deliver for our clients building their reputations and driving their success."