Sam Petyan

Former Saatchi & Saatchi Wellness lead, Sam Petyan, decamps to front AXON’s Creative Marketing practice globally. Sam Petyan brings almost 2 decades of healthcare commercial and marketing expertise and will lead AXON in this area through an exciting period of accelerated growth.

AXON’s creative marketing model focuses on delivering the right message to the right stakeholders when, where and how they are most likely to engage with it. Sam’s experience will enhance this model and strengthen AXON’s customer-focused marketing approach, by ensuring that the needs and behaviors of the target audience guide every decision – crafting creative, strategic solutions that build brands and change behaviors.

“Our insights-driven channel strategy model enables us to work with different teams, including Medical Affairs, Clinical Operations, Communications, Advocacy, and of course Commercial. Sam Petyan will bring new thinking and expertise to help clients shape their commercial strategies as well as providing a creative perspective to other parts of our business,” said Ralph Sutton, International Managing Partner of AXON, and its parent company AVENIR GLOBAL.

As a graduate of Biomedical Sciences, Sam moved from pharmaceutical sales into healthcare marketing and communications – where he found his true calling. He has a great track record of advising healthcare clients, as well as building thriving teams. He will bring fresh perspectives which will add value to our clients across the firm and will also be expanding our team of marketing experts in parallel.

“This is a rare and exciting opportunity to grow AXON’s Creative Marketing practice within the solid infrastructure of AVENIR GLOBAL,” said Sam. “I am keen for it to be built on a modern ethos, contemporary approaches, and driven by the best hand-selected talent. Ultimately, it is about creatively solving challenges with a combination of avant-garde thinking, equitable partnerships, sound ethics and fun. AXON has been awarded ‘UK’s Best Workplaces’ every year since 2016, so I feel confident!” said Sam Petyan, Creative Marketing Practice Lead.

About AXON

AXON is a global healthcare communications agency that ignites change in healthcare. Through the power of life-changing communications, we contribute to medical advances that improve lives. At the core of every scientific innovation and advancement, there is a simple and compelling story to be told. We know how to tell that story, how to use the right tools to reach the right audiences at the right time, to provoke meaningful change.

We specialize in advising clients on medical affairs, clinical studies, real-world evidence, marketing, advocacy, and communications, all underpinned by insights and creative strategy. AXON has an international reach, with offices in Copenhagen, London, New York, and Toronto, and a worldwide affiliate network. Established in 2002, we have a deep heritage and expertise in healthcare strategy and communication, and we continue to learn and grow in the fast-changing healthcare sphere. AXON is proudly an AVENIR GLOBAL company.


AVENIR GLOBAL is a Montreal-based holding and management company with an active operations mindset and a hands-on approach to all its investments. A global powerhouse of specialist communications firms, AVENIR GLOBAL has 1,000 staff and offices in 24 locations across Canada, the U.S., Europe, and the Middle East, and ranks among the top 15 largest communication firms in the world.

In Canada, AVENIR GLOBAL owns NATIONAL Public Relations, the country’s leading public relations firm, servicing clients across a wide range of sectors, which includes NATIONAL Capital Markets, the industry’s foremost investor relations and financial services practice. In the United States, AVENIR GLOBAL owns SHIFT Communications, a data-driven integrated communications agency; and the public relations and communication company Padilla, which includes the brand consultancy Joe Smith, the food and nutrition experts at FoodMinds, and the research authorities at SMS Research Advisors.

In Europe, AVENIR GLOBAL owns the London-based strategic communications consultancy Madano and Hanover, one of the EMEA’s leading strategic communications and public affairs consultancies, with offices in London, Brussels, Dublin, Dubai, and Abu Dhabi. Hanover Group also includes creative communications agency The Playbook, and the brand and culture consultancy Multiple. The AVENIR GLOBAL network also includes healthcare specialists AXON, with offices in Toronto, the U.S., the U.K. and Europe, and healthcare creative agency Cherry, based in London.

AVENIR GLOBAL is owned by RES PUBLICA Consulting Group.