TBWA\Asia names new chief creative experience officer

TBWA\Asia has appointed Perry Essig as chief creative experience officer, expanding the brand experience agency’s capabilities in the region. In this newly created role, Essig will work closely with the collective’s creative leadership across Asia and Ben Williams, TBWA\Worldwide’s chief creative experience officer, who was appointed to the role in October 2021.

Essig will be focused on strategically pushing the creative integrity of TBWA\Asia’s products and guiding clients in exploring new approaches, which add on-going value and impact.

Sean Donovan, president of TBWA\Asia said, “As brand experience becomes the keystone of marketing strategy, it’s imperative, as creative partners that we provide a cohesive lens with which to affect disruptive growth. With Essig joining the team, we will be accelerating our Collective mission to deliver impactful work in an increasingly fragmented landscape.”

Essig commented: “With the lines blurring between digital and real life, brands have evolved in how and where they’re showing up, immersing themselves further into our lives through the experiences they are creating. That’s what makes this role so exciting. I look forward to working with TBWA’s creative force across the region and globe to create needle-moving experiences for our clients.”

This marks a return for Essig to the TBWA\ collective, moving to Singapore from New York, where he worked at Dentsu International. Prior to this role, Essig was the global creative lead for Standard Chartered and Singapore Airlines at TBWA\Singapore. Essig has also helmed global accounts at TBWA\Chiat\Day New York, TBWA\Juniper Park\Toronto and Publicis.

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