Kelly Bennett, the founder and managing partner of Eleven PR New Zealand, has been tapped on the shoulder and will lead the expansion of brand activation, experiential and PR services for the TBWA\ network throughout Asia Pacific.
As its website says: 'If advertising is what you say about yourself, PR is what others say about you. Our job is to get people talking about the right things at the right time.' And in his new role, which will be based in Auckland, Bennett will aim to do just that by fostering inter-agency collaboration, growth and development throughout the various TBWA\ offices in Asia, including Singapore (T\PR), Vietnam (BIZ\Tequila) and Australia and New Zealand (Eleven PR). He will also continue to further develop brand activation and PR specialties in other APAC offices.
"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," says Bennett. "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."
Keith Smith, TBWA\’s president – international, says the rules around client engagement have changed as the broad role of brand activation and PR in the communications mix has become more important.
"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," he says. "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."
David Walden, chief executive of the TBWA\Group, says Eleven PR has played a key role across many of the clients in the group and Bennett, who opened the Australian branch of Eleven in March last year, 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.”