AXON ignites change with appointment of new Creative Marketing lead

Former Saatchi & Saatchi Wellness lead, Sam Petyan, decamps to front AXON’s Creative Marketing practice globally. Sam Petyan brings almost 2 decades of healthcare commercial and marketing expertise and will lead AXON in this area through an exciting period of accelerated growth.

AXON’s creative marketing model focuses on delivering the right message to the right stakeholders when, where and how they are most likely to engage with it. Sam’s experience will enhance this model nand strengthen AXON’s customer-focused marketing approach, by ensuring that the needs and behaviors of the target audience guide every decision – crafting creative, strategic solutions that build brands and change behaviors.

“Our insights-driven channel strategy model enables us to work with different teams, including Medical Affairs, Clinical Operations,
Communications, Advocacy, and of course Commercial. Sam Petyan will bring new thinking and expertise to help clients shape their commercial strategies as well as providing a creative perspective to other parts of our business,” said Ralph Sutton, International Managing Partner of AXON and its parent company AVENIR GLOBAL.

As a graduate of Biomedical Sciences, Sam moved from pharmaceutical sales into healthcare marketing and communications – where he found his true calling. He has a great track record of advising healthcare clients, as well as building thriving teams. He will bring fresh perspectives which will add value to our clients across the firm and will also be expanding our team of marketing experts in parallel.

“This is a rare and exciting opportunity to grow AXON’s Creative Marketing practice within the solid infrastructure of AVENIR GLOBAL,” said Sam. “I am keen for it to be built on a modern ethos, contemporary approaches, and driven by the best handselected talent. Ultimately, it is about creatively solving challenges with a combination of avant-garde thinking, equitable partnerships, sound ethics and fun. AXON has been awarded ‘UK’s Best Workplaces’ every year since 2016, so I feel confident!” said Sam Petyan, Creative Marketing Practice Lead.