TBWA ramps up brand activation, experiential and PR offering in the Asia Pacific region

Kelly Bennett, Eleven PR New Zealand founder and Managing Partner, will lead the expansion of TBWA’s brand activation, experiential and PR services for the network throughout Asia Pacific.

In his new role (based in Auckland, New Zealand) Bennett will foster inter-agency collaboration, growth and development throughout the various TBWA offices in Asia including Singapore (T\PR), Vietnam (BIZ\TEQUILA), Australia and New Zealand (Eleven PR). In addition, he will continue to further develop brand activation and PR specialties in other APAC offices.

“The rules around client engagement have changed as the broad role of brand activation and PR in the communications mix has become more important,” said Keith Smith, TBWA’s President – International. “Brands can no longer rely on the old channels of paid media and just as social media is now a well established part of all campaign planning, so too is PR and experiential activity. That’s why we’re offering an entity and services in this area that better suit the new world businesses operate in.”

“Having worked with him for a while now, we know Kelly brings the right blend of experience, leadership and new business skills that will enable him to replicate in Asia the successes he has helped create for clients in his current role,” he added.

“I’m really excited about working more closely with the talented teams at each of the relevant agencies within the region to ensure brand activation, experiential and PR activity is a key component in their strategically integrated initiatives. This new move is the natural next step in terms of the network’s vision to create best-of-breed specialist agencies in Asia Pacific,” said Bennett.

David Walden, CEO of the TBWA\Group in New Zealand, commented, “Eleven PR has played a key role across many of our clients in the Group and Kelly has assembled a brilliant team. It’s great that New Zealand is exporting this talent and that he’ll continue to orchestrate that to the benefit of Eleven’s offices in Australasia and now, throughout Asia Pacific as well.”