TBWAMedia Arts Lab Appoints Former FB Creative Strategist As APAC ECD


TBWAMedia Arts Lab, Apple’s bespoke agency, has appointed Kenny Blumenschein (pictured) as Executive Creative Director for the Asia-Pacific region. Blumenschein will be based from the Singapore hub; in partnership with MD Michaela Futcher and reporting to Global CCO, Brent Anderson.

In his new role, Blumenschein will work with teams spanning across APAC, from India to Australia, to develop business building and culture-defining work for global brands. Blumenschein said he’s always had a crush on the agency and this was a very rare opportunity for him to work on iconic brands with the TBWA team. “Doing this in APAC, which is one of the most diverse, fastest growing and most exciting regions, is an added privilege,” he said.

He has accumulated experience on several continents, including Europe, North America and Asia. bringing a valuable global perspective to his work. He was most recently SVP, Executive Creative Director at Energy BBDO, where he worked on Wrigley’s “For when it’s time” campaign.

Previously, Blumenschein was Creative Strategist, Greater China Region at Facebook, where he helped global brands create their stories and achieve their business goals through Facebook, Instagram and WhatsApp; according to his LinkedIn. During his time at Facebook, Blumenschein also transformed Taiwan from a local market to an export market, partnering with cross-functional teams to identify issues for Taiwanese companies in export campaigns. According to his LinkedIn, he developed a creative strategy by grouping Taiwanese companies into three categories; design, run and test three different campaigns as featured examples for each bucket.

After spending more than six years in Asia, Blumenschein also held roles at Ogilvy as Executive Creative Director, Digital & Content, and as Chief Creative Officer at VMLY&R. While at Ogilvy, he led the agency’s digital experience creation, serving as the leader of the “Hothouse” expert lab, a special unit to drive innovations, according to his LinkedIn, he also worked with Allianz Insurance and the L’Oréal group.

As chief creative officer at VMLY&R, Blumenschein transformed the agency into an integrated communications hot shop for the digital age, his LinkedIn said. He recognized and built creatively driven business units to rebuild global brands across Asia. He has worked with brands such as Chivas Regal, Volkswagen, Coke and Intel; and acquired new customers such as Cebu Pacific Air, Abbott Baby Nutrition and Mumm Champagne.

Anderson said Blumenschein is a strategic, innovative, and shrewd creative leader with great instincts and good taste; having led dynamic and modern teams in agencies in Asia and North America.

“He spearheads integrated cultural work that breaks through for difficult clients. Blumenschein is a creative soul renowned for mentoring, creating atmospheres for creativity, and protecting great ideas. He understands all the shapes and sizes of how brands can connect with audiences on modern surfaces,” he added.

Meanwhile, Futcher said APAC couldn’t be more important to the agency and ensuring it has the creative firepower to deliver on its ambitions has been a key focus. “I’m so excited to have found someone of Kenny’s creative caliber, humanity and experience to help us do this. His background as a ‘cultural chameleon’ is key for us, unlocking the diverse opportunities in a region as vast as APAC. We’ll draw on his experience across the region, as well as globally, to do the kind of work that has a truly local impact,” he said. -she adds.

TBWA has seen a slew of hires and promotions this year. In May of this year, TBWAWorldwide appointed Tessa Conrad as Regional Innovation Manager for Asia. Conrad is based in TBWASingapore and is responsible for accelerating the collective’s innovation strategy in the region for client partners, the Singapore agency and the Asia collective. In March, TBWAMalaysia promoted MD Yee Hui Tsin to CEO, nearly three years after being promoted to MD from COO. According to TBWA, Yee “has been disrupting and changing the agency’s way of thinking” during the pandemic. It has also adapted and adopted the “high requirements” of the environment and the policy based on all companies throughout the past year.

In February, TBWASingapore promoted Mandy Wong to MD. Wong was promoted to Managing Partner in 2019 and has been part of the TBWAcollective since 2001, working from Malaysia and Singapore. In his new role, Wong continues to lead a critical task force for the agency’s COVID-19 protocol. This is in addition to his responsibilities for overseeing client management among key stakeholders, brand management effectiveness, effective resource management and operations management to continuously improve the process. overall internal agency.

Meanwhile, TBWAIndonesia has appointed Bryan Siy as its new Executive Creative Director. In his new role, Siy leads the agency’s creative department in partnership with its managing director, Soum Banarjee.

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Related Articles:
TBWASingapore Defends Global Agency of the Year for Fourth Consecutive Year
TBWAappoints Tessa Conrad as Regional Innovation Manager for Asia
TBWA/Singapore Promotes Managing Partner Mandy Wong
TBWAMalaysia promotes MD Yee Hui Tsin
TBWAIndonesia appoints Bryan Siy as new ECD

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