Q&A with Crispin Beale, Worldwide CEO of IDX

On June 1, Crispin Beale took the reins as Worldwide CEO of IDX. As you may have seen in our recent press release, Crispin has had a long and storied career as a forward-thinking leader who’s not only results-driven but also passionate about customer service.

But we wanted to know more about him—and figured you did, too. What’s his vision for IDX? How does he define great customer service? Where does AI fit in?

And what’s this we hear about a farm?

Crispin answers these pressing questions and more below.

How has your professional background helped prepare you to lead IDX into the future?

I’ve spent three decades in marketing services, leading teams both client-side and agency-side. My experience spans retail (Dixons Stores Group, Post Office Ltd), telecommunications (BT), and agencies such as Chime Communications and, most recently, Behaviorally—a leader in behavioral science and AI. These roles have shaped my ability to drive growth, foster innovation, and build high-performing global teams.

At every step, my priority has been putting the customer at the centre—ensuring our people have the best tools, the right culture, and the clarity of purpose to exceed expectations. At Behaviorally, for example, I introduced global account management, expanded our international presence, and championed innovation to help clients stay ahead of the curve. All of this aligns seamlessly with IDX’s mission: to deliver world-class, data-driven digital communications and marketing solutions.

What excites you most about joining IDX, and what do you hope to bring to our clients?

What excites me most is IDX’s unique ability to bring together performance marketing, investor relations, and strategic communications through its ConnectedContent™ approach. That integrated offering is powerful and rare.

The opportunity to lead a company that already partners with more than 1,600 clients globally is a privilege. I’m especially looking forward to collaborating with our incredibly talented team to elevate our service, harness emerging technologies, and deliver measurable, meaningful impact for every client we serve.

During leadership transitions, a common question from both clients and employees is “What does this mean for me?” How will IDX ensure a smooth transition and continuity of service as you step into your role as Chief Executive?

It’s a fair and important question. My focus is on delivering stability while continuing to raise the bar. Continuity and client satisfaction are paramount—nothing changes in our commitment to excellence.

Over the coming weeks, I’ll be listening closely to both clients and team members, seeking out insights, ideas, and opportunities. Open communication will be key. My aim is to reassure all our stakeholders that we are not only maintaining high standards, we’re building on them.

What are your top priorities in your first 90 days as CEO?

• Listening & Learning: I want to engage directly with our clients and global teams to understand their goals, pain points, and ambitions.
• Operational Review: I’ll assess where we’re strongest and where we can improve, ensuring our operating model and market positioning are fully aligned with client needs.
• Strategic Planning: I’ll work with our leadership team to shape a refreshed roadmap that builds on our ConnectedContent™ proposition and enhances client value.
• Fostering Innovation: I’m passionate about embedding a culture that embraces new technologies and bold thinking to stay ahead of the curve.

IDX offers both investor relations and performance marketing services. In your opinion, what is the line that connects the two? And how does offering both differentiate us from our competitors?

Both investor relations and performance marketing are about building trust, influencing key stakeholders, and driving action. At IDX, we take an integrated approach that unites these disciplines—allowing brands to deliver a clear, consistent message across every audience.

That’s our competitive edge. By aligning corporate narrative with digital execution, we help clients protect their reputation, elevate their brand, and drive performance—all at once.

How do you define great client service?

To me, great client service means being a true partner, not just a provider. It’s about listening deeply, anticipating needs, and delivering not just what was asked for, but what truly drives value.

Great service shows up in the moments that matter, especially when challenges arise. That’s when trust is built. Transparency, responsiveness, and shared ambition are key.

How do you foresee IDX integrating AI into its approach to investor relations and performance marketing?

AI offers huge potential, especially when combined with human insight. In investor relations, AI can monitor sentiment, model scenarios, and support faster, more informed decisions. In performance marketing, it can drive precision, personalise messaging, and optimise campaigns in real time.

At IDX, we’ll continue to blend AI with what I call “HI”—human intelligence. That’s where the magic happens. By combining data, creativity, and strategy, we’ll unlock more effective, more impactful client solutions.

Final question, just for fun: Rumour has it you’re the proud owner of a farm. What is the most important leadership lesson you’ve learned from this experience?

Yes, I live on a small farm on the North Downs in Kent, and it’s a brilliant place for perspective. Often, the best solutions to seemingly intractable problems come to me while out walking my Labradors.

Farming teaches you patience, resilience, and adaptability—qualities that are just as valuable in business. Plans don’t always go the way you expect, so you learn to stay calm, stay committed, and keep moving forward. It’s a reminder that with the right care, attention, and belief, growth is always possible.

IDX is globally recognized as the go-to solution for performance marketing, investor relations, and corporate communications, delivering integrated campaigns that drive meaningful business outcomes. If you’re ready to elevate your brand, let’s start a conversation.