NEW YORK, NY (Nov 18, 2025) — Dentsu X has announced the elevation of Bruce Williams to Chief Executive Officer for North America. In this role, Williams will accelerate dentsu X’s mission to help brands grow by creating experiences that connect people and brands with greater precision, empathy, and cultural fluency. His focus will be on deepening the agency’s capability to orchestrate media, data, technology, and creativity into outcomes that deliver measurable, sustainable growth in the algorithmic era.
"Bruce has brilliantly led dentsu X, stepping up to support the team and demonstrating not only exceptional leadership, but also unwavering focus on delivering the best outcomes for our clients,” said Will Swayne, Global Practice President for Media and U.S. Media CEO. "Bruce has a vision for meeting clients where they are and bringing them into the future with innovative solutions. As Bruce guides dentsu X forward, I'm confident he will seamlessly unlock new opportunities for growth as we evolve together in the algorithmic era."
As CEO, Williams will continue partnering with the dentsu X leadership team to advance the agency’s strategic agenda: engineering systems and solutions that unlock growth through accountable experimentation, cultural and community understanding, and mastery of the platforms and ecosystems reshaping modern marketing.
Rooted in dentsu X’s belief that the best experience wins, Williams will champion the creation of experiences that cut through complexity, build human connection, and leave lasting commercial impact.
The appointment follows on the heels of what has been a successful year for dentsu X, landing Agency of Record responsibilities for Bet365, ServiceNow, and additional leading brands across entertainment, technology, and retail.
"Having had a long tenure with dentsu, I am deeply honored and thrilled with the opportunity to lead dentsu X," said Williams. “It's the next step in my personal journey, yet also one that connects me back to clients, people and a culture in which I proudly have deep roots. I have great respect for dentsu X’s heritage of leading our industry and clients through transformative periods. The current era of media requires this in every facet to deliver growth for our clients. This is where we’ll remain hyper-focused – leading our clients to capitalize on this moment, the development of exceptional experiences that go beyond, and delivering results. I am proud to be a part of it."
Previously, as Chief Media Officer, Media Americas at dentsu, Williams focused on shaping the agency’s media vision, position and capability across the Americas region. In his broader dentsu tenure, Williams has also overseen all Performance Marketing strategy and solutions, including oversight of search, performance creative, retail, and commerce, among others. Williams led the continued development of the 500+ innovative performance marketing professionals who orchestrate consumer-centric delivery to exceed clients’ expectations of performance. He has generated significant advancements in the agency’s application and incubation of solutions and products that deliver growth.
Dentsu has accelerated the integration of media, content, data, and creative into a unified system designed to drive business outcomes. This integrated operating model has contributed to +3.5% growth in 2025, underscoring the impact of dentsu's commitment to delivering experiences that transform how brands grow.
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ABOUT DENTSU X
Dentsu X is a media agency with the soul of a boutique and the backing of a powerhouse. Combining best-in-class communication and media planning services, content creation, technology, data, and behavioral insights, they deliver Experience Beyond. With over 4,000 experts in 55 markets, dentsu X continuously push boundaries to embrace new technologies and redefine industry standards. Find out more: www.dxglobal.com
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