TBWA\Singapore lures Ben Israel to global brand director role on blue-chip Singapore Airlines account

Ben Israel has joined TBWA\Singapore as Global Brand Director on the Singapore Airlines business.

Israel (pictured) brings over 18 years of brand and digital marketing experience, and has held senior positions as General Manager, BBDO, Head of Digital, McCann Erickson and Director, Edelman Digital. He has managed a broad range of brands that include Mastercard, Microsoft, DHL, Motorola, Unilever, Petronas and Shell.

His role will be to lead the airlines’ expanded mandate of delivering a holistic integrated marketing strategy – with TBWA and PHD jointly responsible for brand stewardship, marketing communications, data, media, performance marketing, and web experience design.

“To be part of an agency collective constantly innovating and evolving, is exciting”, said Israel. “To work on one of the world’s most loved brands within this agency, is an even greater honour. TBWA’s passion for challenging the status quo is something I’ve always admired and respected. It’s great to be here.”

Ara Hampartsoumian, CEO, TBWA Singapore said: “Ben’s appointment marks an exciting time for TBWA as we grow our business and transform the way we operate as a creative agency. Ben’s talent and experience makes him a fantastic candidate to fulfil our ambition for the Singapore Airlines business.”

TBWA\Singapore was awarded the Singapore Airlines business earlier this year as part of an integrated pitch with PHD. TBWA has been the incumbent agency for SIA since 2007.