Singapore – Advertising network TBWA\Asia has welcomed back Perry Essig, most recently the executive creative director at dentsu international, to step into the newly created role of chief creative experience officer.
In his new role, Essig will be working closely with the collective’s creative leadership across Asia and Ben Williams, TBWA\Worldwide’s chief creative experience officer, who was appointed to the role in October 2021. He will be joining a team tasked with further deepening the collective’s creative vision to push the boundaries of brand experience, by leveraging the power of creativity. Essig will also be focused on strategically pushing the creative integrity of the agency’s products and guiding clients in exploring new approaches, which add ongoing value and impact.
The appointment marks a return for Essig to the TBWA\ Collective, moving to Singapore from New York, where he worked at dentsu international. Prior to this role, Essig was the global creative lead for Standard Chartered and Singapore Airlines at TBWA\Singapore. He has also helmed global accounts at TBWA\Chiat\Day New York, TBWA\Juniper Park\Toronto, and Publicis.
Commenting on his appointment, Essig said, “With the lines blurring between digital and real-life, brands have evolved in how and where they’re showing up, immersing themselves further into our lives through the experiences they are creating. That’s what makes this role so exciting. I look forward to working with TBWA’s creative force across the region and globe to create needle-moving experiences for our clients.”
Meanwhile, Sean Donovan, president of TBWA\Asia, shared that as brand experience becomes the keystone of marketing strategy, it’s imperative, as creative partners that they provide a cohesive lens with which to affect disruptive growth.
“With Perry joining the team, we will be accelerating our Collective mission to deliver impactful work in an increasingly fragmented landscape,” said Donovan.
In May this year, TBWA\Worldwide appointed Kazoo Sato, former executive creative director at TBWA\Hakuhodo, to be its new chief creative sustainability officer at TBWA\Hakuhodo and TBWA\Asia. He will be the key creator of solutions to sustainable problems through the creation of innovative and unconventional design thinking, creative campaigns, products, experiences, and communications.
