Edelman UK and Ireland CEO Ed Williams is to succeed EMEA chief Carol Potter.

Edelman has elevated Ed Williams to EMEA president and CEO replacing Carol Potter who moves into a new role as global vice chair of brand.

Williams has led Edelman’s UK and Ireland business since October 2011. Under his leadership the business has become the UK’s biggest PR agency.

A spokesperson for the agency confirmed that an “extensive search” to identify Williams’ successor as UK chief is now underway.

Carol Potter, who was formerly CEO and president of ad agency BBDO, said: “It has been an honour to lead the regional business for the last three years and together with the leadership team see such profitability and impressive work achieved for our clients.”