AAR, the leading management consultancy to brand owners for their agency and consultancy relationships, has appointed Victoria Fox as CEO of the company.

Previously the CEO of global customer engagement agency Lida, Fox has extensive senior management experience of working with brands, accelerating business change and digital transformation.

Fox will be joining AAR and taking on the leadership reins in early May, with Kerry Glazer, who has led the company as CEO since 2006, moving to the role of Executive Chair.  Paul Phillips and Martin Jones remain as Managing Director and Senior Managing Partner respectively.

AAR helps brand owners in all sectors to establish and maintain effective partnerships with marketing communications agencies, brand and innovation consultancies.  The company has most recently worked with Barclays, Virgin Media, Lidl, Compare the Market, Three, KFC, and Co-op.

Commenting on the appointment, Glazer said “I am delighted that we have been able to appoint a business leader of Victoria’s talent, drive, experience and integrity to lead AAR through the next stage of its successful development.

As the marketing communications landscape becomes ever more complex, Victoria’s energy and vision will ensure that AAR not only continues to offer expert consultancy in all aspects of brand owners’ relationships with their marketing and innovation partners, she will develop the business into new service areas, delivering increasing value to our brand, agency and consultancy customers.

Victoria has that magic combination of being both very much liked and highly respected in our industry and I couldn’t be handing the AAR reins to a more brilliant woman.

She will have a great team around her, and I will do everything I can to support Victoria as AAR goes from strength to strength.”

Fox said, “Kerry is someone who has been a great mentor to me in the last few years and I feel privileged to be taking over from her as CEO. Enormous shoes to fill but I am lucky enough to benefit from her continued input and support as Executive Chair.

The AAR is an industry pillar and much-loved institution. I have such respect for Kerry, Paul and Martin, for the business they have grown but also the culture they have nurtured. I take over a thriving business full of ideas on how to build on the established AAR offering.

The changes in our industry offer opportunity for all and a need to evolve for all.  My plan is to help AAR capitalise on these opportunities and continue to be the number one trusted advisor for clients and agencies alike. I can’t wait to get started.”