bSIDE strengthens experiential offering with new leadership appointment

Independent marketing communications agency bSIDE has appointed Jasmine Choo (pictured) as partner and head of experiential, as the agency looks to grow its experiential marketing capabilities.

Effective August 2026, Choo joins bSIDE's leadership team and will spearhead the development of its experiential offering. She brings more than 18 years of in-house and agency experience spanning communications, events and experiential marketing, with a focus on luxury and lifestyle brands.

Prior to joining bSIDE, Choo was at Access Communications, where she led its culture and lifestyle portfolio while concurrently serving as head of events and experiences.

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During her time at the agency, she conceptualised and executed campaigns for brands including Chivas Regal, Leica, Onitsuka Tiger, Royal Salute and Samsonite.

Earlier in her career, Choo worked in luxury event management at Directions Group, delivering private client events and gala dinners for brands including Audemars Piguet, Chopard, Piaget, Rolls-Royce Motor Cars and Van Cleef & Arpels.

“Choo has spent almost two decades creating and building memorable events and experiences for some of the most demanding brands in the region. But more than that, her tenacity and grace under pressure is what our agency wants of everyone on the team, especially our leaders. Having her as partner will allow us to go deeper into work that not simply creates fame for brands, but allows them to build community," said Charissa Guan, founder and managing partner, bSIDE.

Speaking on her new role, Choo said, “I'm incredibly excited to be joining bSIDE at this stage of the agency’s growth. In my conversations with Guan and the team, it was refreshing to have my perspectives challenged."

"They constantly have a unique point of view and a collective ability to approach briefs pointedly yet creatively. This is a massive strength in a saturated market and is aligned with my own instincts. I'm looking forward to bringing that same relentlessness to how we design experiences that surprise and delight," she added. 

The leadership appointment comes as bSIDE continues to build out its capabilities, following a strategic communications win earlier this year.

In January, Castlery appointed bSIDE as its strategic communications agency for an initial one-year term, tasking the agency with strategy and reputation management as the Singapore-headquartered furniture brand accelerates its international expansion. Under the remit, bSIDE is responsible for developing Castlery's core corporate messaging from Singapore and aligning it across the brand's key markets.

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