TBWA\Asia names Perry Essig to newly created Chief Creative Experience Officer role

TBWA\Asia has hired Perry Essig in the newly created role of Chief Creative Experience Officer, expanding the brand experience agency’s capabilities in the region.

Essig will work 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 joins 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 be focussed on strategically pushing the creative integrity of our products and guiding clients in exploring new approaches, which add on-going value and impact.

This 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. Essig has also helmed global accounts at TBWA\Chiat\Day New York, TBWA\Juniper Park\Toronto and Publicis. He’s won numerous awards at every stop, ranging from an Adweek nomination for Campaign of the Decade to the Humane Society’s Ad of the Year.

Sean Donovan, president of TBWA\Asia, said: “As brand experience becomes the keystone of marketing strategy, it’s imperative, as creative partners that we 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.”

The ongoing integration and explosion of technology has shaped human behaviour in new ways. While shifts in priorities and definitions of value have changed the relationship that consumers have with brands. In the wake of this, the creative canvas for brands has also widened, unlocking new opportunities and more meaningful ways to engage.

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.”