Weber Shandwick announces key appointments at intersection of creative + strategy, influencer 

Two women staring directly at the camera with long hair

Continues leadership in earned-first creative and integrated marketing with Adelson, Salvati appointments


Weber Shandwick today announced two major North America leadership appointments, reflecting the firm’s ongoing expansion in earned creative and influencer marketing. The moves are designed to support the agency’s “earned-first” position, recognizing that influence is a two-way street, sustained attention is at an all-time premium, and brands must contribute to culture in order to maintain relevance.


Robyn Adelson will take on an expanded role in North America as Chief Strategy Officer responsible for earned-centric strategies and creative capabilities to address rapidly evolving client needs. The agency has also hired Katie Salvati to serve as its North America Growth Lead for Influence — a move that bolsters the agency’s influencer marketing ambitions.


“On the heels of a year that saw our team at Weber Shandwick help shepherd the Summer of Barbie and turn Pop-Tarts into a cultural phenomenon, we are seeing even greater demand from our clients for our earned-centric creative work, which represents the industry’s best,” said Weber Shandwick North America CEO Jim O’Leary. “These new appointments reflect our sustained and integrated evolution into the two-way dialogue of the creator economy, and the reality that in order to earn attention, our clients must contribute value to earn value.”


Weber Shandwick’s work at the intersection of creative, strategy and social was up double-digits in 2023, driven by major campaigns including work with Mattel and Mars, and coming on the heels of the agency’s status as the most-awarded PR firm in Cannes and the Effies in 2023.


“In my conversations with Weber Shandwick, it became clear that this is an agency with a deep awareness that brands must work with influencers to co-create in order to stay relevant,” said Salvati. “My first few weeks have showcased Weber’s impressive client portfolio, deep creative expertise and client-centricity.”


Salvati joins from Zeno Group.