Russell Barrett moves to TBWA\ India

TBWA\ India has announced the appointment of Russell Barrett as chief creative experience officer.

 

This is a newly created position at the agency. The news of Barrett's appointment comes a day after TBWA\ announced Parixit Bhattacharya's exit. 

 

Barrett moves from BBH India, where he was most recently CEO and CCO.

 

Govind Pandey, chief executive officer, TBWA\ India, said, “There is a need to deliver modern brand experiences to our clients, and I’m confident Russell will elevate our disruptive creative thinking that our environment and our clients demand. His depth of experience and varied skill set will sharpen our creative thinking and deliver ongoing value across the entire brand experience for our clients.”

 

Sean Donovan, president, TBWA\ Asia, added, “India is one of the most dynamic markets in the world. And having a total brand experience approach to marketing has become critical for all brands. With Russell on board, we will be accelerating our collective mission to provide category-defining solutions that defy convention while delivering meaningful business impact.”

 

Ben Williams, chief creative experience officer, TBWA\Worldwide, said, “A changed world requires a changed approach to creative work. With Russell joining the collective, I look forward to seeing him bring his unique perspective and experience to the table in crafting disruptive work with brand experience at its core.”

 

Barrett said, “TBWA\ is a brilliant brand globally with a sharply defined culture of creativity and innovation. The opportunity to create brand experiences rather than just another campaign speaks directly to my own creative ambitions. Through conversations with the TBWA\ leadership, it is clear we’re chasing the same goals. I’m very excited to begin this new chapter in my creative journey with folk I know, like, respect and trust.”

 

In a career spanning 27 years, he has also worked with Bates, Ogilvy, Leo Burnett and Rediffusion.