Bonsey Jaden names new group COO and director of strategy and planning

Digital brand agency Bonsey Jaden has appointed Taryn Mook (pictured left) as group chief operating officer and Scott Nelson (pictured right) as director of strategy and planning. Mook will look to close the gap between Bonsey Jaden’s branding and communication services while Nelson will be providing digital-first brand strategies and experiences that deliver on distinct business goals.

Previously the strategic director, Mook hails experience in areas such as client management, recruitment, pitching, finance, operations and branding of the agency. According to a press release, Mook, who is the first full-time employee at Bonsey Jaden, hopes to transform the way brands are built and change the perception that branding only happens in a branding studio among a rare group of exclusive specialists.

Mook said her priority in this new role is to “continue building momentum” in providing “data-driven” brand experiences to clients. She added that the agency will be making some “key changes” to the structure and service offerings of the agency “in the next six months” to “evolve” into a more “modular and agile” business.

As director of strategy and planning, Nelson will be overseeing a diverse team across the region. Prior to this, he was at agencies such as ada and Dentsu Aegis Network. Nelson is also the co-founder of sustainability company KOV (cove), according to his LinkedIn profile. Nelson takes pride in tailoring personalised solutions by looking at the entire experience and what it means for the client’s business, rather than simply delivering a campaign.

“I’m excited about building a diverse team of planners and strategists who aren’t only Ad, Tech or Brand people, but a team who believes in the power of well-designed brand experiences—media-based or otherwise,” said Nelson.

Daniel Posavac, CEO of Bonsey Jaden said Mook’s “vision, tenacity and dedication” makes him “confident” the agency’s operation is in the “best possible hands”. Posavac added that Nelson’s understanding of clients’ brand and digital needs “in the current landscape” will help the agency evolve and deliver “the most impactful and successful” brand experiences for its clients.

“I am incredibly excited about the next phase of growth for Bonsey Jaden. We are now building on over 5 years of experience across Asia and beyond, and our team continues to grow stronger and more effective as digital brand architects, and partners to our clients,” he added.

Founded in 2013, Bonsey Jaden provides a range of digital branding services across nine markets with clients from Asia and as far as the United States.

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