Superson has appointed Max Hurford as Head of Operations, where he will oversee operations across the consultancy's three offices.
He joins as Superson expands Superson OS, an internal system designed to structure how work is managed across its network of specialists in Amsterdam, Helsinki and Singapore.
Hurford brings more than 15 years of experience in client services and operations across creative and communications groups. His previous roles include Global Operations Director at 180 Global and Head of Operations at Edelman Amsterdam.
He is also known for his work on Lay's Messi Messages, described as the first personalised deepfake video messaging platform created for a global brand. The campaign won eight awards, including a Cannes Lions Bronze for Best Use of AI.
At Superson, Hurford will lead the build-out of Superson OS while taking day-to-day operational responsibility across the company's international offices. The system is intended to organise how projects move through its specialist network.
Superson works with brands including Google, Unilever, Visa, Netflix and Supercell. It builds custom teams around client briefs and uses a sprint-based delivery model.
Operational focus
The appointment signals a growing focus on the processes behind that model. Superson is investing in the operational structure needed to support teams assembled around individual assignments as it expands.
This includes using AI in internal workflows alongside its existing methodology for running projects quickly across multiple locations. Hurford's remit places him at the centre of that effort.
"Superson is genuinely designed from the client's perspective: agile, unbiased, and able to plug the right talent into the right brief at the right moment. Blend that with the right technology, and you've got something built not just to deliver great work, but to build the kind of long-term partnerships modern clients are really looking for," said Max Hurford, Head of Operations at Superson.
Founder Samppa Vilkuna linked the appointment to the company's effort to formalise how it runs creative work across a distributed network, saying Hurford's background made him a fit for this stage of development.
"Max joins at a moment of real momentum for Superson. We are building the infrastructure that will define how creative work gets done at scale, and his track record in AI-powered operations makes him exactly the right person to lead that," said Samppa Vilkuna, Founder of Superson.
Superson operates from Amsterdam, Helsinki and Singapore and positions itself as a creative consultancy rather than a traditional agency. Its model centres on assembling specialist teams around briefs rather than relying on fixed account structures.
Hurford's appointment adds an operations executive with experience in both agency management and client-facing delivery at international groups. His new role combines oversight of the company's offices with responsibility for the systems intended to keep that model working across markets.