Guy Parsonage, the former managing of Jack Morton Hong Kong has joined Fluid as CEO.
His appointment comes as the independent agency relaunches its positioning and marks out new territory for expansion.
Parsonage, who brings more than a decade of global agency experience with him, said Fluid was planning “significant growth” and acquisitions of smaller independents plus alliances with global networks was part of the plan.
With Parsonage taking on the CEO role, the agency is also ready to push a new data-driven creative process it has been working on for months.
Parsonage said its recent work for Estee Lauder, where Fluid launched a women’s skincare range in China, was an example of its insight-driven creative approach.
For the past year Fluid has built up a research offering and is looking to expand its team of three full time researchers.
“Big data has levelled the playing field,” said Fluid founder Simon Squibb, who now takes on the chairman role.
“It’s a blue ocean strategy and we have spent a year planning for this moment.”
Parsonage said bringing a big agency background to a smaller, more nimble independent would have its advantages.
“Clients have always been at the centre of what I have done. I don’t want to turn this into an agency of box ticking processes. Fluid is a collection of brilliant people. We have a significant advantage in being independent – we have the freedom to work who ever we like.”