Bird & Bird grows its Advertising team in London with the appointment of Adtech specialist Alex Dixie as a partner

International law firm Bird & Bird grows its top tier Media, Entertainment and Sports sector group with the appointment of Alex Dixie, as a partner in London. The continued phenomenal growth of digital advertising is causing fundamental business model changes in the advertising industry, as well as offering an increasing variety of options to brand advertisers, and challenges to regulators. The appointment of Alex, an Adtech industry specialist, follows the launch of the firm’s new cross-practice team in December last year to bring together and grow the firm’s capabilities in Digital Rights & Assets. Alex will join the firm on the 1st of March.

Joining from CMS where he was head of the Adtech practice and co-head of the Advertising and Marketing sector group, Alex brings extensive experience on a wide range of commercial matters in Adtech, advertising and big data. His combined legal and technical expertise in disruptive advertising, and his prior experience drafting and negotiating market-defining, large-scale media buying arrangements makes him a perfect addition to both the firm’s cross-practice Digital Rights & Assets team and our Media, Entertainment & Sports sector group.

Alex’s expertise and recent work in developing business opportunities across a varied portfolio of media, brand and tech clients led him to be nominated by Legal 500 as a ‘Rising Star 2021’ for advertising, and specifically a ‘name to note’ and ‘key lawyer’ for Adtech.

Nick Perry, Managing Partner and Head of London at Bird & Bird comments: “I’m delighted to welcome Alex to our London office. Alex’s experience with international media clients and expertise in adtech will be a real asset, both for our Digital Rights & Assets team as well as our data protection group. Welcome to the team, Alex!

Richard McMorris, Head of the Digital Rights & Assets team at Bird & Bird adds: “Alex joins Bird & Bird at a time where the value of data and digital services has never been more apparent. His specialised skillset and experience in adtech will help us advise our clients on how to navigate the challenges and opportunities posed by the pandemic, and also help them become more profitable in the process.

Gabriel Voisin, partner in the Privacy & Data Protection team at Bird & Bird echoes the above: “More than ever, adtech savvy organisations such as site and app publishers, SSP, DMPs, advertisers want to provide meaningful advertising messages. At the same time, they are seeing an increasing interest from regulators around this topic mainly from data protection, competition and advertising authorities. The addition of Alex to our adtech team will provide our clients with a unique 360-degree solution to help them navigate these legal issues.

Alex himself says: “I’m looking forward to joining Bird & Bird and to be a part of a truly cutting-edge practice group. The firm’s market leading reputation in the tech and media industries, its strong sector focus and cross-selling opportunities will allow me to collaborate on a number of exciting projects across a variety of advertising and brand clients as they look to navigate the complex world of adtech.

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