Brodmann Marks Ninth Anniversary with Leadership Promotion and the Launch of Trace

On its ninth anniversary, the agency announced the promotion of Peshang Ahmed to Creative Tech Lead, while simultaneously unveiling Trace—a new platform designed to give employees a real stake in the company’s success.

The creative industry is no longer defined by traditional roles. As platforms, formats, and technologies reshape the landscape, creative leadership today is about adaptability, systems thinking, and the ability to build for constantly shifting environments.

Peshang Ahmed’s trajectory at Brodmann reflects that evolution. Originally joining as a creative, Ahmed’s role organically shifted toward the technological backbone of creative execution—how ideas scale, how AI integrates into workflows, and how brands navigate increasingly modular, prompt-based, and reactive media environments. From leading the Levant’s first FOOH campaign for Burger King to pioneering AI-driven automotive buying experiences, his work at has consistently aligned with where the industry is heading.

“The creative process is tied to the platforms it’s creating for. When those platforms evolve, the entire system has to adapt,” said Noor Shihab, Managing Director at Brodmann. “Creative direction used to mean mastering craft. Today it means mastering change.”

Beyond leadership shifts, Brodmann is also addressing a deeper industry conversation around value and equity with the launch of Trace—an internal platform that transforms daily contributions into actual ownership.

Trace monitors individual input through a system of Trace Points, tracking project completions, team impact, initiative, and leadership moments. These points convert into shares of an annual Trace Pool, which staff can either redeem as bonuses or vest over five years for long-term ownership in the agency.

“We didn’t create Trace to gamify work. We built it because ownership shouldn’t be arbitrary,” added Shihab. “This gives everyone a way to see how they’re growing and to own a piece of what they’re helping build.”

In an industry increasingly defined by hybrid models of technology, community, and financial participation, Trace positions Brodmann as one of the few agencies taking structural steps to reimagine not just creative output, but also creative ownership.

One thing is sure, nine years in, Brodmann isn’t just adapting to the future of work—they’re building it. Trace is a bold statement on how creative companies can share real value with the people who create it.