Tanner will still be involved at AxiCom as chairman. It is understood that a new CEO of the agency, which has seven offices across Europe including London, is to be announced later this week.
In his new role, Tanner will be charged with cultivating client relationships, providing senior counsel, developing new business and managing teams across Cohn & Wolfe’s international network. He will be based in London and report directly to Cohn & Wolfe CEO Donna Imperato.
The WPP-owned Cohn & Wolfe acquired AxiCom, which was founded by Tanner 21 years ago, in 2008. AxiCom operates as an independent brand within Cohn & Wolfe.
Tanner’s expertise spans healthcare and broadcast technology, wireless and mobile, enterprise IT, telecoms, clean tech and consumer tech. He has worked with major clients such as IBM, Microsoft and Red Hat.
Imperato said: "Over the past seven years, I’ve been fortunate to have Julian on my team, providing valuable strategy and insights in the technology space and driving AxiCom’s tremendous success. Julian brings his deep expertise and leadership skills to expand Cohn & Wolfe’s global technology footprint and broaden its b2b and b2c offering."
Tanner said: "Cohn & Wolfe’s technology practice has had a lot of momentum over the past year, adding global and local business across healthcare, corporate and consumer technology. Much of this success is due to the agency’s reputation in creativity and branding, which have become increasingly important in this new era of brand-savvy technology companies.
"I see great potential to expand the offering by combining the agency’s creative and branding knowledge with deep tech expertise across industries."