February, 2026.- In an advertising landscape where digital saturation and AI fatigue seem to dominate the conversation, a critical question arises: how can brands create connections that truly last? For Robotproof, the answer doesn’t lie in complex algorithms, but in human-first design and an obsession with detail. With the appointment of Tom Ironside as Global CEO, the brand experience agency begins an ambitious chapter aimed at unifying its London and New York operations under a model of “intentional collaboration.” Ironside, who built the firm’s EMEA success from scratch for giants like Meta, Uber, and Haier, now takes on the challenge of scaling this vision globally.
In this exclusive interview with Roastbrief, Tom Ironside breaks down the strategic roadmap for 2026+. From consolidating leadership in the UK to integrating emerging technologies like dwell-time sensors and friction-free data collection, his approach redefines what it means to be a “robot-proof” agency. Alongside Jen Wong, Ironside seeks to prove that global scale doesn’t have to sacrifice local authenticity or creative agility. As part of the Atoms & Space collective, Robotproof offers a unique competitive advantage: the ability to execute massive experiential programs with the precision and care of a boutique. Discover how this visionary leader plans to transform every time zone into a 24/7 creative advantage, always prioritizing cultural relevance over generic reach and turning the agency into an indispensable strategic partner for the world’s most disruptive brands.
1. Having been the architect and leader of the EMEA business from scratch, what is the single biggest lesson you learned about operational consistency and cultural alignment that you will apply immediately to unify the entire global Robotproof business?
Intentional collaboration isn’t optional, it’s foundational. We started with no brand equity, yet forged a shared operating model that balanced firm guardrails with local autonomy, fostering ownership and innovation. This propelled us to deliver standout campaigns for Office, Uber, Meta, Haier, and Changan, turning unknown moments into market differentiators.
Applying this globally, we’re consolidating global leadership in the UK for unified governance on a strategic timezone aligned to the long-term global expansion plans for the business. This also creates clear expectations, while continuing to anchor creative and strategic talent in the US and UK to ensure cultural relevance. Brand experiences thrive on authenticity, so we’re prioritizing local insights over one-size-fits-all.
With teams spanning time zones, we’re transforming the clock into a 24/7 creative advantage already proven in global programs. This model unifies us without stifling creativity, positioning Robotproof as the agile, human-first agency ready to scale worldwide.
2. The agency is making a strategic priority of creating a ‘cohesive global model.’What are the most critical steps you and Jen Wong will take in the first 90 days to strengthen collaboration between the London and New York hubs and reinforce global operational consistency?
Jen and I have worked together for nearly two decades and we are laser-focused on a 2026+ strategy spanning work, people, and processes. Our complementary strengths, gave us our first priority, which was securing our creative muscle and vision. This drove our hiring of Liam (Moriarty – new Global Head of Creative), which we laid the groundwork for last year.
In the first 90 days, we’re appointing new senior department leads with 1-1 cross-region counterparts to bridge the UK and US, rolling out weekly cross-hub reviews for shared insights, and implementing unified pipeline visibility with single points of contact for group clients. This drives clarity, consistency, and momentum.
By embedding these steps, we’re not just connecting hubs in deeper ways, we’re creating a cohesive powerhouse that delivers innovative, culturally attuned experiences globally, rooted in human design and setting Robotproof apart in the details.
3. Robotproof is an ‘innovation-led brand experience agency.’ As Global CEO, how do you define the kind of ‘innovative work’ you aim to deliver, and how will you ensure that Robotproof remains ahead of the curve in integrating technology and creativity?
To be Robotproof is to be human-first and to obsess over the details. We see innovation as real-life experiences amplified by tech, and where emotion, connection, and craft lead. We’re countering AI fatigue by doubling down on tactile, authentic activations that resonate deeply and make you want to come back for more.
We define innovative work as blending emerging tech with real-world immersion: teams at the creativity-tech intersection, fueled by internal trend-sharing initiatives. We’re investing in tools like dwell-time sensors and image-based user tracking and strategic friction-free data collection for measurable impact, empowering clients with data to fuel bold decisions.
To stay ahead, we’re encouraging ‘out-in-the-world’ exploration alongside rooted human connection, ensuring our work isn’t just novel but it’s transformative for the audience.
4. Robotproof sits within the Atoms & Space Collective, which offers ‘flexible scale and cohesive executions streamlined via a single P&L’ How does being part of this collective structure provide a competitive advantage to Robotproof in winning and executing major global experiential programmes?
Atoms & Space gives us something unique, especially as a boutique agency, unlocking flexible scale without sacrificing craft, and is our secret weapon for global wins. With a single P&L and unified leadership, we assemble bespoke teams tailored to client needs, not geography, ensuring the right talent drives every project. At Atoms and Space, this isn’t just your everyday holding company where this becomes rhetoric; the company was founded on collaboration and to combat the failure of the bloated holding company model.
This structure lets us extend physical experiences into digital realms via our partners, including LaunchVox or Agent42; integrating influencers to boost attendance and prove ROI. Clients get seamless, high-impact executions that competitors can’t match.
In EMEA and beyond, this has fueled successes with Changan and Haier, positioning Robotproof as the go-to for ambitious, cohesive programs with a human touch.
5. You mention extending your recent success in EMEA to the global business. What metric—beyond simple revenue growth—will you use to measure the success of this next chapter of global expansion in terms of client partnerships and operational strength?
Beyond revenue, success hinges on becoming indispensable strategic partners and having clients choose us for our thinking, not just execution. We’ll measure this through deepened relationships: repeat business, expanded scopes, and referrals in priority verticals like automotive, consumer tech, fashion, beauty, sport, and disruptors.
Operationally, we’re tracking team growth and talent network strength, enabling agile responses to briefs with market-specific creativity even as we scale in both size and geography. This builds trust, consistency, and allegiance and is evident in momentum with Haier, Hisense, Gore-Tex, The Project Management Institute, and Changan.
Ultimately, it’s about human connections: clients seeing us as extensions of their teams, fostering loyalty in a relationship-driven industry.
6. Your background includes delivering major global campaigns for influential brands. In the current market, what specific element of a client’s ‘brand experience’ do you believe is most underserved by the industry, and how willRobotproof address that need globally?
We have seen too many global campaigns falter by prioritizing broad reach over local cultural resonance, or by making global assumptions without local insights; diluting impact.
Robotproof addresses this head-on with deep market research, on-the-ground teams and insights, ensuring experiences are felt authentically in every locale. Relevance trumps reach and the flash in the pan stats.
Globally, we’re embedding this into every activation, from AR integrations to IRL events, delivering tailored, human connective work that stands out.
7. You’ve emphasized the long-standing trust and partnership you share with Jen Wong. How will your complementary leadership styles be leveraged to tackle the dual challenges of accelerating expansion and maintaining Robotproof’s distinctive culture across different markets?
Jen and I share the same ambition but with complementary styles, and that’s our strength. We challenge each other, we balance each other, and we always come back to the same principle: build a business that’s creatively brave and operationally sound and delivers impact for our partners.
We’re makers and doers at heart.
To accelerate expansion while preserving culture, we’re practicing it daily, being curious, pragmatic, and inclusive humans across our hubs. We think big (‘why not?’), stay detail-oriented, and lead by example.
