AKQA accelerates innovation with Executive Director hires

AKQA is pleased to welcome Carla Petersen as Executive Director of AI Transformation and William Lidstone as Executive Director of Business Development EMEA. The strategic appointments reinforce AKQA’s dedication to delivering cutting-edge value in a dynamic market.

Carla is a seasoned expert with over two decades of experience. She has worked with world renowned brands, guiding them through comprehensive transformation initiatives. With a background in engineering, 20 years of technology experience and the ability to analyse and interpret complex data approaches, she is uniquely positioned to help clients fully grasp the transformative opportunities of integrating AI.

In her role as Executive Director of AI Transformation, Carla will lead client engagement together with technology and growth teams to define the next generation of value-driven work. Carla said: “I’m passionate about making the power of AI accessible and meaningful for people and organisations. What energises me most is building diverse, high-performing teams and fostering a culture where innovation and collaboration thrive. I believe in translating complex strategies into practical, measurable impact, whether that’s unlocking new growth, shaping industry standards, or simply making work more rewarding for everyone involved. My approach is rooted in curiosity, openness and a genuine commitment to helping others succeed. I’m always eager to connect, share ideas and co-create the future of AI and digital marketing together.”

William returns to AKQA as Executive Director of Business Development EMEA. With 25 years of experience in digital, traditional advertising and media, he has been instrumental in helping many of the world’s leading brands successfully anticipate and navigate the complex challenges of today’s marketing ecosystem to deliver growth. William believes that great brands are built through the combination of an exceptional brand platform and meaningful cross-channel integration, aligned with outstanding service design.

William will lead the strategic development and delivery of AKQA’s new business efforts in EMEA, driving market expansion. Through building a robust business development strategy, empowering teams with cutting-edge enablers and cultivating key relationships, he will elevate AKQA’s market position. Will said: “It’s amazing to return to the business. My time away only solidified what I already knew. There’s something uniquely special about AKQA: our clients, our people, the quality of thinking, the products we create and the impact we have. The dedication to excellence and relentless pursuit of perfection you can’t find anywhere else. It’s a rare and inspiring environment, one that offers an unparalleled opportunity to help our clients shape the future of their brands, products, innovation and business success.”