Christian Thron becomes „Head of AI” of the Scholz & Friends Family
The Scholz & Friends Family is consolidating its numerous AI initiatives and creating the new position of “Head of AI”—with a focus on workflows, agentic AI, and scalable value creation. This role will be filled by Christian Thron, a long-time Managing Director and digital expert at deepblue networks, an agency within the Scholz & Friends Family specializing in digital and technology topics. With this move, Christian Thron is transitioning from deepblue networks to a leadership role within the Scholz & Friends Family.
As “Head of AI” for the Scholz & Friends Family, Christian Thron will be responsible for the group-wide strategic development and scaling of AI usage starting March 1, 2026. He will systematize the group’s diverse AI initiatives, set standards, and serve as the interface to both the global technology platform WPP Open and SYZYGY, the leading consulting and implementation partner for holistic digital experiences. Christian Thron reports directly to FM Schmidt, CEO of the Scholz & Friends Family.
The Scholz & Friends Family has been using AI for more than two years across the entire value chain, for example to accelerate research and strategy development, to automate content processes, or to provide data-driven creative support. The AI portfolio includes synthetic personas for testing campaign concepts, knowledge bots for complex knowledge architectures, semantic models for strategic brand management, and GEO-optimized content strategies. Agentic AI-powered UX and content audits are also regularly used for clients.
These diverse, decentralized initiatives are now set to evolve into a clearly defined, group-wide system. The focus is not on technology for its own sake, but on delivering tangible value for clients—value that is measurable, scalable, and strategically anchored.
FM Schmidt, CEO of the Scholz & Friends Family: “Artificial intelligence doesn’t need more evangelists—it needs translators. The most important translation is into relevant client solutions and efficient agency processes. With his strategic consulting skills and pragmatic development expertise, Christian Thron is ideally suited to orchestrate our AI expertise across various locations and serve as the liaison to Frank Wolfram, CEO of SYZYGY AG, and Stefan Seebauer, Head of WPP Open & AI in Germany. “I look forward to working with Christian in his new role and to driving forward AI integration together with him for the benefit of our clients and the simplification of processes.”
As part of the WPP network, the Scholz & Friends Family leverages WPP Open as its Agentic AI marketing platform. This provides enterprise-grade security, scalable infrastructure, and all relevant AI models bundled into a single system. The agency group’s local expertise ensures that these technologies are deployed precisely tailored to specific markets and client contexts.
Christian Thron emphasizes: “My goal is clear value creation. We leverage the global capabilities of WPP Open as a technological foundation and build on it to develop independent, market-specific solutions. For me, AI scales the ordinary. Scholz & Friends creates the extraordinary. We intelligently automate routines so that our experts can focus on what makes the difference—creativity, attitude, and relationships. ”
Christian Thron has more than 25 years of experience at the intersection of brand, technology, and market. He has shaped digital transformations and developed brand architectures in which strategy, creation, and technology work together in an integrated manner. This perspective will also shape his role as “Head of AI” for the Scholz & Friends Family.