FCB has added another title to New York CEO Emma Armstrong’s remit: global chief transformation officer. The role expands her purview from the New York office to the agency’s global network.

Armstrong, who has led FCB New York for five years, will now also oversee innovation and systems integration initiatives across the network, with a eye toward connecting FCB’s global operations.

“We believe in using our creativity as an economic multiplier for the benefit of our clients,” Armstrong told ADWEEK. “That’s always been at our core. How we deliver creativity has significantly evolved over the past decade.”

In her tenure, Armstrong has led FCB New York to triple both revenue and headcount. It also added over 30 brands to its roster including Kenvue’s Listerine and Johnson’s Baby and Kellanova’s Pringles, Cheez-It, Eggo, and Rice Krispies Treats.

“She’s an unbelievable leader who builds trust with the world’s largest clients in a very special way,” Tyler Turnbull, global CEO of FCB, said of Armstrong. “As we formalized this role, that was a key factor.”

As chief transformation officer, Armstrong will help map out FCB’s strategy and use of AI, which will play a crucial role in the agency’s future, she said. FCB has an internal AI console integrated with five LLMs and is setting up agentic workflows.

But as the agency invests more in AI, it will be mindful of using it as a tool to enhance human creativity. As Turnbull put it: “It’s never been easier to make content that’s uninteresting.”

“The success of an agency depends on the work it creates,” he said. “I hope we don’t lose sight of that, given all the innovation we’re seeing.”