Cognito has made a number of senior appointments recently to build our capabilities in financial, IR and executive communications.
This reflects growing demand from clients worldwide who need communication experts fluent in their industry, their channels, their stakeholders, their political landscape and their cultural context.
While our markets differ, technology means issues, crises and opportunities escalate in hours not days. Global strategy has to be combined with in-market execution. In this environment, communication becomes more than managing perception and about building resilience into the business itself.
These are not moments for templated approaches. They demand senior strategic counsel from people who’ve solved similar problems, who understand sector-specific dynamics and who can orchestrate complex programs without losing threads across time zones and cultures.
We’ve deliberately strengthened our capabilities in two areas: strategic advisory and financial sector expertise. Our new colleagues bring decades of experience honed in leading financial agencies and in-house roles across the US, Europe and Asia.
High Tech, High Touch: Navigating AI
This is perhaps a moment to address how technology and human expertise work together. AI is everywhere in the conversation but unable to replace what matters most in key communication moments.
AI gives us better data analysis, risk assessment, more sophisticated monitoring, targeting and efficiency. These advantages are real and we’re integrating them throughout our work.
But the challenges our clients face – building stakeholder confidence during uncertainty, navigating crises that threaten the business, positioning leadership for long-term success, managing the communications dimensions of complex M&A – require judgment, nuance and strategic thinking that algorithms can’t provide.
They require experience, people skills and understanding context. Reading dynamics in boardrooms and newsrooms. Knowing when to push forward and when to wait. Advising based on experience, not just analysis.
Cognito offers both: the efficiency and capability technology enables, combined with senior human expertise from partners who’ve solved similar problems before. High tech, high touch.
We are pleased to welcome the following senior executives and strategic advisors:
Simon Evans – Head of Financial Services, London
Simon joins from MHP Group, where he was managing director in the capital markets and corporate advisory team. Previously, he led Portland’s financial communications team and before that was a director at Kekst CNC. His recent clients have included large insurers, investment banks, private capital firms, and sovereign wealth funds. Simon is a former journalist who held senior editorial roles at the Independent, City AM, and Citywire, and began his career in investment banking. His appointment significantly boosts our investor relations capabilities and brings an understanding of both the newsroom and the trading floor—technical depth that’s increasingly valuable as stakeholder communications becomes more complex.
Tana Zhang – Managing Director, Hong Kong & Greater China
Tana joins from Edelman Smithfield, where she spearheaded the launch of the APAC financial communications team. What distinguishes her is the combination of agency leadership and in-house experience from PAG, Mizuho Securities, and AIA. She’s counseled leading buy-side and sell-side institutions on M&A communications, crisis management, thought leadership, and investor relations. Her expertise spans asset management, insurance, private equity, real estate, family offices, and fintech. She serves as Board Member of PRHK and President of Hong Kong at Stars Foundation, and founded HISTAR, a music initiative supporting the visually impaired.
Felice Tobin – Managing Director, New York
Felice previously led our Hong Kong office and was the General Manager for Cognito Asia. Her multi-market experience strengthens our ability to deliver globally coordinated campaigns with local authenticity—critical for clients managing cross-border expansion, multi-market crises, or global positioning programs. Shortlisted for Young PR Professional of the Year at the 2023 PR Awards Asia and a graduate of The Women’s Foundation’s mentorship program, she has lived and worked across Toronto, London, Hong Kong, and now New York.
Brian Norris – UK Managing Director
Brian has recently joined Cognito as UK Managing Director. He brings over fifteen years experience to the team, most recently from MHP, where he launched and built the agency’s successful offering for the insurance and risk sector. Prior to this, Brian led H/Advisors Cicero’s corporate communications practice, overseeing rapid growth of the division. He began his career at Haggie Partners. He has a strong track record providing senior counsel to leading financial services institutions, developing insight-driven communications strategies and managing reputation and issues. His extensive cross-border experience includes advising diversified financial groups, global trading and payments businesses, private and investment banks, and businesses listed on major stock exchanges.
Jo Parker – Non-Executive Director
Jo brings board-level oversight informed by over 25 years building and scaling agencies. Most recently Group COO of Chime and CEO of VCCP Business, she previously grew Teamspirit into an award-winning financial services agency with offices in London and New York. Jo’s governance expertise ensures we maintain quality and strategic judgment as we expand capabilities globally. She’s also a trustee of The Climate Group, bringing perspective on our climate transition work.
These appointments position Cognito to deliver the coordinated global expertise and senior strategic counsel our clients need at their most critical moments. We remain the independent, specialist agency we’ve always been – now with deeper capabilities across our key markets and stronger leadership to help you navigate whatever comes next.
Please contact:
Tom Coombes, CEO: [email protected]
Jo Parker, Non-Executive Director: [email protected]
Brian Norris, UK Managing Director: [email protected]
Simon Evans, Head of Financial Services, London: [email protected]
Tana Zhang, Managing Director, Hong Kong & Greater China: [email protected]
Felice Tobin, Managing Director, New York: [email protected]
