NEW YORK, NY – July 1, 2026
FIRST, the global events and experiences agency, today announced the appointment of industry veteran Bob Bress as Head of Data & AI, to lead the data & AI strategy at FIRST as well as the launch of FIONA (FIRST Innovation & AI), a centralized hub focused on accelerating AI adoption, analytics, and intelligence-led innovation across the agency and its clients.
Bress will lead the agency’s evolving data and AI strategy, supporting the continued advancement of audience intelligence, operational innovation, and technology-enabled experience delivery across the organization. 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 brings more than 20 years of leadership experience in data science, AI, analytics, product development, and enterprise technology transformation. He brings 15 years of technical leadership in the Ad Tech industry, including at FreeWheel, Comcast’s advertising technology division. There, he led teams in developing AI and analytics capabilities that enhanced decision-making, optimized operations, improved monetization, and brought innovative data products to market.
Bress has contributed to more than 15 patents across data science, advertising technology, optimization systems, and AI, and has advised media, marketing, and technology organizations on AI strategy, product development, and commercialization.
“The events and experiential industry is entering a major transformation driven by data, AI, and intelligence platforms, and FIRST is built to lead it,” Bress said. “The agency’s scale, creativity, and global expertise make it the right place to define what AI-driven experiences look like. I’m excited to collaborate with such a talented global team to build what comes next.”
As data and AI adoption accelerate across marketing and experiential industries, FIRST remains focused on integrating intelligence, automation, and analytics into both internal operations and client delivery models to support the future of connected brand experiences.
As part of this next phase, FIONA will help FIRST embed data, AI, automation, and analytics more deeply into its operating model and client delivery, enabling the agency to move faster, personalize at scale, and deliver more measurable outcomes for clients. FIONA is the engine driving FIRST’s next chapter, where data, AI, and human creativity converge to redefine what’s possible in experiential marketing, setting a new standard for how brands connect with audiences in an intelligence-driven world.
About FIRST
FIRST is a leading global events & experiences agency providing content, creative, digital technology, management, delivery, and data and insights. Operating as a full-service agency partner or as embedded specialist talent, FIRST brings brands and people together through creative, connected experiences. FIRST is headquartered in New York City and operates across North America, Europe, and the Asia Pacific with more than 800 team members. FIRST works with clients across industries, including financial services, technology, media, aerospace, healthcare, and the professional services sector. FIRST is part of the broader Encore family of companies. Encore is a global leader in event production and technology.
Media Contact:
Christine Cullity: christine.cullity@firstagency.com
Engage with FIRST
