Axicom

What Axicom does

Axicom is an earned-first, global tech communications agency founded in 1994, headquartered in Amsterdam with primary operating presence in London. It serves technology companies and brands with a technology story, delivering earned media strategy, analyst relations, thought leadership, digital and social media marketing, executive and employee advocacy, content production, research and insights, and influencer marketing services. The agency operates 14 offices across North America (San Francisco, Los Angeles, Austin, New York, Chicago, Mexico City), EMEA (London, Stockholm, Amsterdam, Paris, Munich, Milan, Madrid), and Latin America (São Paulo), and is supported by Burson's network across 133 countries. Axicom generates revenue through professional services fees — project-based engagements and retainers — with enterprise clients across six marketed sectors: Enterprise, Security, Transportation, Lifestyle, Health, and Energy. Named clients include HMD Global, Ford, Kantar, Sage, Wave Optics, OnePlus, Equinix, and SEK, with documented campaign outcomes such as 938.5m earned media reach (OnePlus), 2,980 global articles (HMD Global at IFA Berlin), and 1,649% increases in social impressions (Equinix).

The agency's underlying technology platform centers on a dedicated Intelligence team operating an AI-enabled tool stack for real-time data aggregation and analysis, combined with a proprietary Axis Framework that filters information through Audience, Brand, Culture, and Technology lenses to produce actionable campaign insights. The firm employs a regional operating model under Global CEO Matt Lackie, with Presidents for Americas (Lisa Sullivan), EMEA (Isobel Coney), and Brazil (Tatiana Americano), and recent C-suite additions including Chief Innovation Officer Brian Snyder and Global Head of Intelligence Shannon Lawler. Axicom is wholly owned by Burson within the WPP group and in 2024 expanded through the acquisition of Ideal PR (rebranded Ideal Axicom), a 17-year-old Brazilian-born agency with established Latin American tech communications capabilities.

The business model is B2B professional services: Axicom sells agency time and campaign deliverables directly to enterprise marketing and communications buyers, with no disclosed productized SaaS, subscription, or platform revenue streams. Pricing is not publicly listed and is determined through direct client engagement, consistent with retainer- and project-fee structures typical of mid-tier global PR agencies. Go-to-market relies on case-study-driven demand generation, LinkedIn presence, and inbound enterprise inquiries rather than paid acquisition, leveraging the agency's own earned-media competence as proof of capability.

Name

Axicom

Legal name

Axicom

Website

https://axicom.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

101–250 employees

Short description

Axicom is an earned-first global tech communications agency founded in 1994, operating 14 offices across the Americas, EMEA, and LATAM. It delivers earned media, analyst relations, and digital marketing services to enterprise technology brands within the WPP/Burson network.

Ownership category

akta.pro rank

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices14 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Professional Communications Services: Agency fees for communications services including earned media strategy, analyst relations, thought leadership, digital and social media marketing, executive advocacy, content production, research and insights, and influencer marketing. Revenue likely generated through project fees, retainers, and ongoing client engagements.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Axicom is an earned-first, global tech communications agency that delivers public relations, strategic communications, and digital marketing services to tech brands and brands with a tech story. Its service portfolio spans earned media strategy and planning, analyst relations, thought leadership, digital and social media marketing, executive and employee advocacy, content production, research and insights, and influencer marketing across 14 offices worldwide. The agency supports clients across Enterprise, Security, Transportation, Lifestyle, Health, and Energy sectors.

Product overview

Axicom is a single unified offering — an earned-first, global tech communications agency — rather than a platform-plus-modules architecture. The core agency provides comprehensive communications services (earned media, strategy, analyst relations, thought leadership, digital/social media marketing, content production, research and insights, influencer marketing) across sectors including Enterprise, Security, Transportation, Lifestyle, Health, and Energy. The agency is supported by Burson's global network spanning 133 countries and operates 14 offices worldwide. Axicom also includes Ideal Axicom (Ideal PR), a Brazilian-born sub-brand acquired as the newest agency family member, which focuses on digitally-savvy and technology-driven brand narratives.

Differentiator

Problem solved

Functional benefit

Brands

• Ideal PR: Brazilian-born agency with 17 years of experience, entrepreneurial, digitally savvy, and technology-driven. Crafts compelling narratives for brands shaping the future. Positioned as the perfect partner for companies prioritizing innovation and digital transformation.

Products and services

• Axicom Tech Communications Agency Global earned-first tech communications agency providing PR and media relations services for tech brands and brands with a tech story. Services include earned media, strategy and planning, analyst relations, thought leadership, digital and social media marketing, executive and employee advocacy, content production, research and insights, and influencer marketing across Enterprise, Security, Transportation, Lifestyle, Health, and Energy sectors.
• Ideal Axicom (Ideal PR) Brazilian-born agency member of the Axicom family with 17 years of experience. Entrepreneurial, digitally savvy, and technology-driven, it crafts compelling narratives for brands shaping the future. Serves companies prioritizing innovation and digital transformation in the LATAM region.

Quantifiable outcome

• 2,980 articles globally for HMD Global at IFA Berlin with 30% share of voice and 99% positive sentiment
• +3 more outcomes

Named customers8 records

Segments7 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature1 record

Partnerships

One partnership is on record.

• Burson (WPP)coreStrategic or Co-development PartnerAxicom is part of Burson's global network operating across 133 countries. This partnership provides global reach and infrastructure while Axicom maintains its specialized focus on tech communications as an earned-first agency.

Scale indicators13 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• Walker Sands: B2B tech-focused PR and integrated marketing agency. Highly comparable in client base (B2B tech brands) and earned-media-plus-content approach, though smaller in geographic reach.
• Hotwire Global: Global tech-focused communications agency offering PR, social, and influencer marketing. Directly competes with Axicom for the same enterprise tech client base with similar earned-first positioning.
• WE Communications: Global tech and B2B communications agency with deep enterprise technology practice. Closely comparable to Axicom in client profile (enterprise tech), earned-media emphasis, and global footprint.
• Lewis Global: Global communications agency with strong tech, B2B and corporate practices. Comparable network size, target customer (tech brands), and integrated earned-media-plus-digital service mix.
• Finn Partners: Independently held global PR firm with a significant technology practice. Comparable scale, sector diversity, and integrated communications offering to enterprise and consumer tech clients.
• Allison+Partners: Mid-sized global PR agency with a notable technology practice serving consumer and enterprise tech clients. Directly comparable in offering mix, target verticals, and global reach.
• PAN Communications: B2B tech PR and digital agency serving enterprise technology clients. Directly comparable in target market and integrated earned-media-plus-content model, primarily North American focus.

Broad incumbents

• Edelman: Largest independent global PR firm with a major technology practice. Competes for enterprise tech clients and offers overlapping earned-media services, but as part of a much broader portfolio across industries.
• FleishmanHillard: Global communications network with significant technology and B2B capabilities. Comparable in offering and global reach, but operates across many industries rather than specializing in tech.

Others

• BCW (Burson): Sibling agency within WPP/Burson network that merged with Burson in 2024. Operates as a global PR peer with overlapping enterprise clients and is now part of the same parent infrastructure that supports Axicom.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/axicom
• Xx.com/axicom
• Facebookfacebook.com/axicompr

Revenue estimate

Valuation estimate

Number of profiles

Profiles16 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Axicom