Public relations firm MikeWorldWide (MWW) has appointed Joseph Sorrentino as its first chief intelligence officer, a newly created role designed to integrate artificial intelligence and analytics into the core of the agency’s communications strategies.
Sorrentino, who joins from Weber Shandwick where he led the North American Analytics & Intelligence division, returns to the agency where he initially launched his career. In his new executive role, he will lead MWW’s analytics and intelligence functions and oversee the next phase of PRISMA Labs.ai, the agency’s proprietary, brand-protection-focused AI platform.
The creation of the CIO role marks a shift in how modern agencies view AI, moving the technology past simple productivity tools and positioning it as a foundational strategic asset for client decision-making. Sorrentino’s primary mandate will be to translate vast datasets into fast, actionable intelligence that helps clients navigate increasingly complex and volatile communication landscapes.
“Organizations are making critical decisions in real time, often with more information than ever but less certainty,” Michael Kempner, founder and CEO of MikeWorldWide said. “Our clients don’t need more data. They need intelligence they can act on. Joseph brings the experience to help us build the next generation of capabilities that give clients the clarity and confidence to move faster.”
By utilizing PRISMA Labs.ai, Sorrentino’s team will focus on delivering predictive messaging, real-time brand intelligence, and reputation defense solutions—such as countering AI-generated misinformation—across every facet of client campaigns.
“AI has fundamentally changed how data can become intelligence,” Sorrentino said of his appointment. “That intelligence, or its absence, increasingly shapes the destiny of every decision a modern communications agency makes: strategy, creative, media, and beyond.”
