TBWA\India has appointed Russell Barrett to the newly created position of chief creative experience officer, “a further nod to the agency’s commitment to delivering disruptive brand experience solutions for its clients,” the agency said.
“The opportunity to create brand experiences rather than just another campaign speaks directly to my own creative ambitions,” said Barrett.
“Through conversations with the TBWA leadership, it is clear we’re chasing the same goals.”
Previously at BBH India, Barrett brings extensive experience to the role creating impactful work for brands including Abbott, Google Chrome, Red Bull, Audi, Skoda, Uber, Mahindra Racing, Marico, UNIQLO, and Johnny Walker.
Barrett will be tasked with setting the creative vision and delivering TBWA\India’s total brand experience approach to the agency’s portfolio of clients. He will work closely with the management team in India and the global creative leadership to drive the global ambition for TBWA’s creative product, the agency said.
“There is a need to deliver modern brand experiences to our clients, and I’m confident Russell will elevate our disruptive creative thinking that our environment and our clients demand,” said Govind Pandey, chief executive officer.
“His depth of experience and varied skill set will sharpen our creative thinking and deliver ongoing value across the entire brand experience for our clients.”
Sean Donovan, President of, TBWA\Asia added: “India is one of the most dynamic markets in the world. And having a total brand experience approach to marketing has become critical for all brands.
With Russell on board, we will be accelerating our collective mission to provide category-defining solutions that defy convention while delivering meaningful business impact.”