FIRST has appointed Bob Bress as head of data & AI and announced the launch of FIONA (FIRST Innovation & AI), a centralised innovation hub designed to accelerate its use of AI, analytics and data-driven insights.
The global events and experiences agency said Bress will lead FIRST’s evolving data and AI strategy, supporting the continued advancement of audience intelligence, operational innovation, and technology-enabled experience delivery across the business.
He will oversee initiatives launched through FIONA, designed to strengthen analytics capabilities, accelerate innovation, and develop scalable solutions that enhance audience engagement and client experiences while supporting long-term growth.
Bress joins FIRST with more than 20 years’ experience in data science, AI, analytics and enterprise technology transformation, including 15 years in senior technical leadership roles within the advertising technology sector.
Most recently, he worked at Comcast’s advertising technology division, FreeWheel, where he led the development of AI and analytics capabilities designed to improve decision-making, operational efficiency and commercial performance.
Maureen Ryan Fable, group CEO at FIRST, said: “Our industry is changing quickly as data, AI, and audience expectations continue to evolve. To help our clients stay ahead, we must keep evolving too.
“Bob brings the expertise and leadership to help us turn data and AI into smarter, more personalised experiences and stronger business results. His appointment reflects our continued investment in innovation and our commitment to delivering greater value for our clients.”
Bress said the events industry was entering “a major transformation” driven by data, AI and intelligence platforms.
“The agency’s scale, creativity and global expertise make it the right place to define what AI-driven experiences look like,” he said. “I’m excited to collaborate with such a talented global team to build what comes next.”
The appointment reflects a broader shift across the events industry, with agencies increasingly creating dedicated AI leadership roles and investing in specialist teams to accelerate adoption.