Kinetic Active hires Asia lead

OOH marketing agency Kinetic has appointed Charlotte Birley as head of Kinetic Active in Asia. Kinetic Active is the newly launched, full-service creative and production division of tenthavenue’s Kinetic Worldwide.

Birley will head Kinetic Active’s multidisciplinary team of creatives, developers, strategists and project managers throughout Asia and will lead collaborative efforts with its tenthavenue partners, including CandySpace, Joule and Spafax. She joins the Kinetic network from ArcLondon, where she led experiential marketing as board account director.

Birley began her career at JCDecaux, where she developed a core skill set in out-of-home and special build projects. She then moved over to the live brand experience arena, where she specialised in experiential channels, developing campaigns for such brands as BMW, British Telecom, McDonald’s, Electronic Arts, Nintendo and Kraft Foods.

“Our Kinetic Active division will combine creative thinking, technology expertise and production technique to help brands target audiences across the emerging range of digital media opportunities and physical environments across the globe,” said Dennis Kuperus (pictured), CEO Benelux and Nordics and global head of Kinetic Active.

“The medium is rich with creative opportunity but is still in the early stages in terms of having mature processes, platforms and standards. Additionally the market is in constant flux as new inventory and technologies come into play. It is a fantastic space for creativity and innovation but requires specialist support for brand and agencies,” he added.

The agency, in a press statement, said it aims to raise the creative bar in out-of-home marketing, place-based communications, brand experiences and mobile technologies. Currently it operates in China, Southeast Asia, India, the US, UK and Germany. Kinetic Active provides in-house support, offering creative services, production, digital, experiential and special builds plus mobile activation and social engagement.