Rapp creates new experientialist role

Rapp Malaysia has appointed Walter Teoh in the newly created role of experientalist. Teoh will lead and be responsible for enhancing and expanding Rapp's integrated creative portfolio, with an emphasis on digital.On his new role, Walter believes digital offers exponential opportunities compared to traditional advertising. "There are no borders," he says, "Anything works, anything goes. I want to be there, I want to explore and make amazing things happen."Expressing his desire to try out unconventional methods, "A badge might work better than a billboard. A crowd-sourced image better than something shot by Annie Liebovitz. Unconventional media can sometimes have better reach.According to Edward Ong, executive creative director at Rapp, "His unique skills and experience are a hard to find quality these days. Plus, I believe he has a special talent for bringing out the best in young creatives.”Rapp chief operating officer Lim Wai Yee said, "Together with Ed and Jeff Ooi [creative director], I believe we have strong team that can continue to surprise and delight clients; and deliver amazing business results."