Mumbai, India – Advertising agency TBWA in India has appointed Russell Barrett as its chief creative experience officer to further the agency’s commitment to delivering disruptive brand experience solutions for its clients.
In the newly created role, Barrett will be setting the creative vision and delivering TBWA\India’s total brand experience approach to the agency’s portfolio of clients. He will likewise be working closely with the agency’s key management team in India and its global creative leadership to drive the global ambition for TBWA’s creative product.
Prior to joining TBWA, Barrett was managing partner and chief creative officer at ad agency BBH India. He also has 27 years of experience working with brands like Abbott, Google Chrome, Red Bull, Audi, and Uber, amongst others.
On his new appointment, Barrett said, “TBWA is a brilliant brand globally with a sharply defined culture of creativity and innovation. The opportunity to create brand experiences rather than just another campaign speaks directly to my own creative ambitions. Through conversations with the TBWA leadership, it is clear we’re chasing the same goals.”
Govind Pandey, chief executive officer at TBWA\India, also commented that Barrett will be helping elevate the agency’s disruptive creative thinking that its clients demand.
“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,” he added.
Meanwhile, Sean Donovan, president of TBWA\Asia, also said, “With Russell on board, we will be accelerating our collective mission to provide category-defining solutions that defy convention while delivering meaningful business impact.”
Ben Williams, chief creative experience officer at TBWA\Worldwide, also shared his excitement over Barrett’s appointment.
“A changed world requires a changed approach to creative work. With Russell joining the\ collective, I look forward to seeing him bring his unique perspective and experience to the table in crafting disruptive work with brand experience at its core.”
Previously, TBWA\India has also appointed Amit Kekre as its CSO to elevate its strategic approach across its planning department.