We. Communications Promotes Charlie Baldwin to Head of Intelligence

We. Communications has promoted Charlie Baldwin to Head of Intelligence, expanding his responsibilities across the agency’s global intelligence capabilities. Baldwin previously served as Senior Vice President of Insights and Analytics and will now oversee the use of data, human intelligence, and AI across the agency’s technology, consumer, and health businesses.

In his new role, Baldwin will focus on developing intelligence systems that help communications teams identify emerging risks, changing market dynamics, and potential opportunities earlier. The expanded remit reflects a broader shift in communications, where data and AI are increasingly being used alongside human analysis to inform reputation, messaging, and business decisions.

Baldwin has been involved in expanding We. Communications’ intelligence capabilities beyond traditional measurement and reporting. His work has included areas such as reputation strategy, communications planning, predictive analysis, and generative engine optimization. He has also contributed to discussions around how AI can support risk assessment and provide new ways to evaluate communications effectiveness.

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Baldwin brings around 15 years of experience across agency and in-house roles. Before joining We. Communications, he led Weber Shandwick’s performance analytics practice and previously worked in data science and analytics at Razorfish.

Baldwin will report to GiGi Downs, Head of We. Studio, and work with Brian Keenan, who leads AI and data advisory work in APAC. The structure places intelligence, data, and AI more closely within the agency’s wider communications strategy.

For marketers and communications teams, the appointment highlights how intelligence is moving beyond dashboards and reporting toward systems designed to support faster decision-making in an increasingly complex media environment.