F5DIGITAL shuffles top ranks

F5DIGITAL, which specialises in marketing effectiveness, consumer engagement and digital readiness, has promoted its founder and former CEO Gregory Birge to the newly created role of president.Birge in his new role will focus on marketing effectiveness.Meanwhile, Joel Tiphonnet will take on the role of acting CEO of F5DIGITAL.Tiphonnet was previously the founder of Creaxil, an agency providing strategic consulting services to companies in the hospitality and lifestyle sectors in Asia Pacific. He was also the CEO and president of Club Med Asia Pacific in the past.Into its fifth year, F5DIGITAL has also unveiled a new corporate structure, with its three main business segments - consulting, engagement and operations- being grouped into one central entity."We regularly see brands and agencies who are perpetually confused about the how and why of digital," Birge said."Digital is not a tactic but a new approach to marketing and strategy that goes beyond creatives and the production of assets. This is a very challenging market and we cannot simply be digital marketers. We need to go back to our roots to become better expert marketers in a digital world," he added.F5DIGITAL client list includes Pernod Ricard Asia, British-American Tobacco, Lufthansa, Kimberly Clark, Philips, Panasonic and others.