Advania UK appointed James Hardy as CEO in September 2025, succeeding Geoff Keen. Hardy’s brief is to build on the integration of four businesses and strengthen Advania’s position in the UK mid-market with integrated technology services. Those are company ambitions; the appointment report does not establish whether the strategy has since delivered growth.
Who is James Hardy, and who did he replace?
IT Pro reported on 25 September 2025 that Hardy became Advania UK’s CEO, succeeding Geoff Keen. Hardy had been Advania Group’s chief commercial officer and previously spent 18 years in leadership roles at CCS Media. The report said Keen was retiring as UK CEO after three years in the role; it also described him as having been with the company for more than eight years. Those are distinct measures of tenure.
Advania Group CEO Hege Støre called the appointment “the right moment for Advania UK to take the next step.” The statement frames the change as part of a strategic push, rather than evidence of results already achieved. IT Pro’s 25 September 2025 report covers the appointment and the executives’ stated plans.
How did Advania UK take shape?
Advania entered the UK market in 2021. By September 2025, CCS Media, Content+Cloud, Azzure IT and Servium had been brought together as one UK business. IT Pro described the unified operation as having 1,600 employees at that time; that is a dated report, not a current headcount.
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Støre said the integration brought together capabilities and vendor relationships that the company believes will help it manage clients’ entire IT spend. This is Advania’s rationale for combining the businesses, not independent proof that it has a broader offer than competitors.
What is the growth strategy?
The stated aim is to strengthen Advania UK’s position in the mid-market by offering integrated technology services and solutions. Rather than presenting the four businesses as separate providers, the company wants to operate as a unified partner that can address a client’s broader IT requirements.
Hardy described the target market as “hugely underserved” and said Advania could help clients access affordable, enterprise-grade technology and adapt to change. That is his characterization of the market and Advania’s proposition; the appointment report does not establish that no competitor offers comparable services or independently verify affordability.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What is established—and what remains unknown?
The September 2025 report establishes the appointment, the predecessor, Hardy’s background, the businesses brought together and the company’s stated strategy. It does not show whether Advania UK subsequently grew, whether its integration improved client outcomes, or whether its mid-market proposition succeeded. The reported employee figure should likewise not be treated as a present-day total.
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