TBWA\India has appointed Russell Barrett to the newly created position of Chief Creative Experience Officer. The appointment follows the resignation of Parixit Bhattacharya, Managing Partner – Creative after nearly a decade at the agency.
Previously at BBH India, Barrett brings close to 27 years of experience creating some of the markets most impactful work for brands like Abbott, Google Chrome, Red Bull, Audi, Skoda, Uber, Mahindra Racing, Marico, UNIQLO and Johnny Walker to name a few.
Barrett will be charged with setting the creative vision and delivering TBWA\India’s total brand experience approach to the agency’s portfolio of clients. Barrett will work closely with the key management team in India and the global creative leadership to drive the global ambition for TBWA’s creative product.
Bhattacharya (Parx) has been with the agency for close to 10 years. Under his creative leadership, the agency has experienced lots of firsts. A Grand Prix at Cannes Lions and Spikes Asia. The most awarded Indian agency at Cannes Lions and Spikes Country Agency Of The Year. Winning the first Cannes Lions for adidas India. Becoming one of only two Indian agencies to have work featured on Mashable. In 2020, the agency was placed at No.3 in Campaign Brief Asia rankings in Most Awarded Agencies. He has also led the creation of notable platforms for brands across categories with some memorable modern advertising characters.
Govind Pandey, Chief Executive Officer, 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. 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. I love Parx and wish him the best in his future pursuits.”
A multi award winning creative, Barrett will draw on his multidisciplinary experience, having worked across traditional, design, content, digital, consulting, and experimental, to ensure TBWA\India’s client partners are showing up authentically and in new and interesting spaces.
Sean Donovan, President, TBWA\Asia, said: “Said Sean Donovan, president, TBWA\Asia: “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.”
Barrett (pictured left) 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.I’m very excited to begin this new chapter in my creative journey with folk I know, like, respect and trust.”
Ben Williams, Chief Creative Experience Officer, TBWA\Worldwide, said: “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.”
Bhattacharya (pictured right) said: “It has been a purposeful journey for me at TBWA\, growing with every challenge and having the opportunity to play a key role in shaping the creative prowess of the agency. I have had the good fortune to work with some of the brightest creative talents in the world, on some of the most rewarding ideas with some of the sharpest clients. TBWA\ has been my school and Govind, in particular, has been a wonderful teacher to me all these years. I wish him and the agency a glorious future. Finally, I would like to confirm that Steve Jobs’ words “It is far more fun to be a pirate than to join the navy.” are true”.